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Kraft Food Teaches Thank You To Philippines

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As a part of its marketing strategy, Kraft Foods, the makers of Toblerone, and its communications partner GeiserMaclang, went on to stage the first National Thank You Day in the Philippines. The major objective of the campaign was to make Toblerone synonymous to the value of gratitude. For the same, the company launched a viral movement, established official support to declare October 20 as the city’s National Thank You Day and giant Toblerone Boxes were given to students to carry around malls to generate buzz. Apart from this enormous support from retail partners, students and citizens was raised. The campaign was a huge success which can be proved from the fact that official website (www.thankyoudayphilippines.com) generated nearly 500,000 hits and the Toblerone sales escalated 132%. Case study