Question

Topic: Branding

Kraft Peanut Butter ... What Does It Mean To You?

Posted by MarketGoGo on 12/3/2008 at 4:35 PM ET 217 Points
Hi everyone:
I'm doing a bit of research for a blog post I'm crafting (pun coincidental, but it works). I'm doing a quick brand audit of Kraft Peanut Butter, and some very unscientific research here on MarketingProfs. In that light, can you please answer the following two questions:
1) In three words or less, what does Kraft Peanut Butter stand for?
2) What things does Kraft offer or do, day in and day out, that supports the brand promise?

Thanks in advance! I'll be posting the summary of my results (once I'm all done) back on this question "for your reading pleasure".
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RESPONSES

  • Posted by Mikee on 12/3/2008 at 4:49 PM Accepted
    Nothing to me - Now Jif or Skippy

    Mike
  • Posted by MarketGoGo on 12/3/2008 at 4:56 PM Author
    Okay - that's great feedback. If you don't eat Kraft PB, then tell me about Jif and Skippy (or others ... maybe the brand you LOVE). So, please let me rephrase the question ...

    For those of you who are passionate about your peanut butter, please tell me:
    A) What the Brand of Peanut Butter is
    1) In three words or less, what does your favorite Peanut Butter stand for?
    2) What things does your favorite brand of Peanut Butter offer or do, day in and day out, that supports the brand promise?
  • Posted by michael on 12/3/2008 at 5:21 PM Accepted
    Kraft: Good quality. More expensive.

    Michael
  • Posted on 12/3/2008 at 5:29 PM Accepted
    When I think of Kraft all I can think of is horrible Mac n Cheese.

    Jif, Peter Pan or Skippy (There's your top 3)

    As far as peanut butter goes I think of the health benefits such as good fats and protein.

    I however like Justin's Organic Nut Butters

    1)All blends are sweetened naturally with honey.
    2)They are crafted without any added oils or refined sugars.
    3)The peanuts are USDA Certified Organic.

    Other brands are full of added oils and don't taste as good. Justin's gives you just a few ingredients: Peanuts, Organic Palm Fruit Oil and Raw Unfiltered Honey. That's it. Simple and Yummy!

  • Posted on 12/3/2008 at 8:50 PM Accepted
    Kraft = the consummate mac and cheese, also Cheez-Whiz (for nachos) and Philadelphia brand cream cheese for bagels (very high carbs and delicious with lox). Generally good products, but not necessarily the healthiest.

    The old General Foods brands are now part of Kraft too, but they've kept their old brand names and identities -- e.g., Jello, Maxwell House, Kool Aid, etc.

    Jif = smells like real peanuts when you open the jar. Used to be a P&G brand ("Choosy moms choose Jif!"), but now belongs to Smucker's.

    I've never been a big peanut butter fan. I must have had a deprived childhood.

    If Kraft does have a peanut butter brand, I'm guessing it's not one of the top brands in the category. Not like them. They usually want to be #1 or #2, or they exit the category altogether.
  • Posted by CarolBlaha on 12/3/2008 at 9:13 PM Accepted
    Its a consistent product. I expect every jar to be the same.

    Its for kids. As an adult with a sophisticated palate, why would I eat it? When I hike and need a high energy food, I buy an unroasted, raw (no oils added) mix.

    I do bake with it, but when I do, I can buy any brand.

    I recently bought my grandkids a treat pnut butter. We mixed at Whole Foods chocolate and honey roasted peanuts. I tasted a scooch, but let them dive in. Cost at my age, for the small amount premium, isn't the deciding factor.
  • Posted by MarketGoGo on 12/3/2008 at 10:13 PM Author
    Hi Everyone - thanks for your input so far.

    - This isn't a school project. I'm doing "mini brand audits" as an exercise on my own, and posting the results on my blog (please see https://marketgogo.blogspot.com/2008/11/brand-audit-sprints.html for details). I plan on picking a brand a week and spending a few hours thinking about it, what it means, and making recommendations of "what I'd do if I ran the world" (or the brand in this instance). Besides - there are good points on the line!

    - Maybe Kraft doesn't sell Peanut Butter in the US. I was running on the assumption that I'd picked a good universal North American product. Bah. Next time I'll have to pick something like Ben 'N Jerry's. Hmm ... I think I'll pick that right now. I'm off to the freezer.

    Thanks again for the input. Keep it coming. I want to learn more about Jif, Skippy, Peter Pan, and more.
  • Posted by babbsela on 12/4/2008 at 12:56 AM Accepted
    Kraft makes peanut butter? When I think kraft, I think mac&cheese, or mayo.

    I don't have strong brand loyalty when it comes to peanut butter. I usually buy what's on sale, as long as it's not generic, with one other exception. I remember a report many years ago about the amount of rat droppings and other foreign material that is allowed in peanut butter, and for some reason, I relate that report negatively to Peter Pan.
  • Posted by Jay Hamilton-Roth on 12/4/2008 at 8:32 AM Accepted
    For me, unhealthy additives (for example, see: https://www.fitnessmantra.info/2006/05/22/this-is-my-peanut-butter/).

    I'm with Carol on both the consistency message and personal choice of PB.
  • Posted by MarketGoGo on 12/4/2008 at 9:58 AM Author
    These are all good comments. I'm getting hungry. I'm off to get me a PB&J sandwich. I'll check back for more of your Peanut Butter preferences later.
  • Posted by maryann on 12/4/2008 at 1:04 PM Accepted
    Kraft = mac & cheese
    Skippy/Jif = peanut butter

    Kraft = processed/packaged food
    but I don't immediately think of PB as 'processed food' (even though it is)
  • Posted on 12/4/2008 at 5:44 PM Accepted
    kraft to me = mac n cheese

    didn't even know they had other products.

    All i can think of for their brand promise is cheesy deliciousness.. must be from some commercial. How they deliver that? by having a consistent product available at a low price
  • Posted on 12/11/2008 at 9:09 PM Member
    yum and quality over 20 years ago i went to canada on vacation and got a taste of krafts peanut butter whenever i know someone is going i beg them to bring me as much as they can get away with, last year a friend of mine went and he bought me 6 jars unfortunatly the airline security only let him bring 2 jars i hope security enjoyed it as much as i would have i barely thought today of looking it up on line..... yipeee it really is great peanut butter EVERYONE who trys it at my house falls in love with it
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