Retail Display Designer Rolls Out Kraft Cheese Initiative

Display Boys, a full-service retail display specialist, is partnering with Kraft Foods to reinvent the cheese aisle. The initiative aims to enhance the “shopability” of the cheese aisle and leverage the strength of Kraft’s snacking cheese portfolio with the rollout of branded Snacking Cheese Centers in over 1000 grocery store locations nationwide.

“Snacking is clearly on the rise and Kraft identified an untapped opportunity in the cheese section. Display Boys has developed an innovative, dynamic aisle encouraging shoppers to stop and discover our variety of delicious snacking cheeses,” said Tyler Williamson, brand manager for Kraft cheese business. “We’re thrilled with Display Boys’ work and excited to roll out the Snacking Cheese Centers. Our goal is to delight consumers with an engaging shopping experience and help drive sales.”

Kraft Foods engaged Display Boys in February 2008 to reinvent the snacking section of its retail cheese aisles in recognition of the broader snacking category growing to over $90B. Display Boys developed the new Kraft Snacking Cheese Center, a branded structure that allows for easy navigation; builds a relationship between the consumer and the brand, as well as between the brand and the retailer; and creates a ”one-glance” interaction. The rollout began in October 2008 and is expected to be complete in over 1000 stores by the end of the year.

“In general, with 30 percent of shoppers around the world waiting until they're actually inside the store to decide which brand they'll buy, it is critical to be forward-thinking and consider designs that fill the needs of the consumer, brand and retailer simultaneously,” said John Riley, co-founder and vice president of Display Boys.

“We’ve worked with Kraft in the past to reinvent their coffee and pizza aisles, developing a distinctive P-O-P destination site that draws the consumer’s attention to both brand and product.” Continues Riley, “It’s a success story we hope to repeat for Kraft in cheese.”

Research shows consumers who buy cheese have significantly longer shopping trip times versus non-cheese buying shoppers (40 minutes versus 24 minutes). Display Boys’ strategy in the aisle reinvention initiative was to design a visual structure that would directly engage consumers and potentially convert in-store traffic into actual shoppers. The award-winning designs of Display Boys have been a driving force behind in-store merchandising campaigns and product launches for more than 300 brands, and have covered over one million linear feet of retail space.

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