Kraft was looking for an innovative way to promote their youth-targeted
brand to the 12-24 age group, and break into the music sector.
4 Fini brought 50 Kraft executives to the Vans Warped Tour show in 2002,
to introduce them to the impact that a major concert festival that is geared
towards their target age group could effectively market their brand. Kraft
immediately saw the potential, and signed on with 4 Fini for a nine month
long promotional campaign to integrate Easy Mac N' Cheese into the Warped
In the first quarter and second quarters of the promotion, 4 Fini created
a 5 song music sampler with tracks from bands on the 2003 Vans Warped Tour.
Kraft then pressed 450,000 of the “Easy Mac Warped Tour sampler” and packed
them onto 6-packs of Easy Mac that were sold in major retailers all over
the country. 450,000 additional packages were then created for retailer
Cost Co, which not only included the Easy Mac Warped Tour sampler, but
a contest called “Warped in Your Backyard”, where one lucky fan won a mini-Warped
Tour concert in his backyard with band Tsunami Bomb.
The third qurter of the promotion saw Easy Mac on site at the Warped
Tour for 45 dates across the U.S. 4 Fini created the “Easy Mac Snack Shack” where
kids snacked on 4 oz samples of Easy Mac all day, picked up promotional
items and hung out with the Easy Mac reps.