Carol Fitzgerald of BuzzBack and Amelia Strobel of Kraft gave their story of "Exploring Dimensions of Delicious with Kraft Foods" in the Explor Awards track this afternoon.
The project developed in order to build a corporate theme for Kraft. They wanted to develop a company positioning around the idea of: "make today delicious."
They wanted to know how they could communicate delicious and whether or not there was an emotional connection to a theme that tied closely to food.
They used a variety of techniques offered by Buzzback and found that delicious is: warm, intimate, and highly positive. They have extended "delicious" throughout their organization and are now sponsoring "Make a Delicious Difference Week" working with two organizations: Feeding America and Save the Children.