Q&A: Kraft's CMO Explains New Logo


This is a tough time for consumer packaged-goods companies, but Kraft isn’t going to let cheaper private label competitors eat its lunch. In fact, Kraft is using the economy as an impetus to steal business from others, like pizza delivery firms and soda peddlers. As CMO for the company, Mary Beth West is behind a lot of these initiatives, plus the company’s high-profile logo change last week. In an interview with Brandweek, West talked about the logo, private label and foxhunting, among other things.

Brandweek: What exactly is this new logo and corporate identity for Kraft that you announced at Cagny on Tuesday?
Mary Beth West: For us, it’s really the opportunity to define, unite and inspire the employees of Kraft Foods around a single purpose and a set of values and behaviors that really will be global in nature and provide the opportunity for us to have both clarity of purpose and a reason why we all show up every morning.

BW: How did the idea for this new logo come about? Why create a new logo and corporate identity in the first place?
MW: It’s a very logical next step in our turnaround as we continue to define the new Kraft Foods and grow it to become a top-tier performance company. The process and the journey that we took to arrive at it was completely collaborative. It was a combination of getting input from employees and consumers, and really taking a look at several top companies both inside and outside of the consumer packaged goods industry to understand high performance culture.

BW: And why the emphasis on ‘delicious?’ Certainly, you could have chosen anything else.
MW: We believe that with our portfolio of products and our positioning as the second largest food company in the world, that you cannot really stick another food company’s name into that line and have it resonate as well as Kraft’s does. We believe it will help guide and form our business decisions going forward.

We love the fact that delicious works on many levels. It’s not just about our food and the way our products taste. That, of course, comes first, but it’s also about the recipes we deliver and the different ways we deliver them. It supports the work we do, in terms of the huge range of healthy lifestyles [our products offer.] All that is work we view to be delicious in nature.

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