This integrated North American CRM campaign utilizes multiple vehicles for prospecting/member acquisition: • A quarterly proprietary magazine from Kraft ('Food & Family' in the USA and 'What's Cooking' in Canada), the main vehicle for prospecting via a personalized four-page, stitched-in insert with survey. (Once enrolled in the programme, members receive an 'advocacy' version of the stitch-in with two perforated referral cards to be passed along to friends and family to encourage them to enroll, too.) • Oversized 'Big Banana' direct mail package• An interactive landing page with a link to Kraft website• Kraft website (USA/Canada)

The Kraft Kitchens experts give the CRM programme a human face. A key learning to date: acquisition programmes tested in Canada (in English and French) can produce even greater response when rolled out across the rest of North America.In Canada, responses exceeded targets by up to 46% (targets based on previous pilot campaigns). And these strong results come from a market where the campaign had already been tested.In the USA responses exceeded targets by up to 43% (targets based on Canadian pilot), establishing Kraft as a best-in-class food solutions provider. A remarkable achievement for any CRM programme launch.