Kraft Natural Cheese
The Natural Pull of Kraft Cheese
With private labels challenging the category leader on price, this activation idea for Kraft Natural Cheese aims to remind consumers of the trusted brand's cheese expertise.
Mouthwatering end-dish visuals are the hook to rekindling a relationship that's cooled, interrupting in-store routines and rebuilding awareness at shelf.
Creative Director / Copywriter - John Koch
Art Director - Mary Elisa Calvano
With private labels challenging the category leader on price, this activation idea for Kraft Natural Cheese aims to remind consumers of the trusted brand's cheese expertise.
Mouthwatering end-dish visuals are the hook to rekindling a relationship that's cooled, interrupting in-store routines and rebuilding awareness at shelf.
Creative Director / Copywriter - John Koch
Art Director - Mary Elisa Calvano
Published on:
2009
Copywriting, Marketing, Advertising
- Kraft Natural Cheese
The Natural Pull of Kraft Cheese
With private labels challenging the category leader on price, this activation idea for Kraft Natural Cheese aims to remind consumers of the trusted brand's cheese expertise. Mouthwatering end-dish visuals are the hook to rekindling a relationship that's cooled, interrupting in-store routines and rebuilding awareness at shelf. 
THEMATIC COPY
Who can resist the siren call of cheese? From the moment you tear open a bag of Kraft cheese to make a meal, you can’t help but sneak a few delicious shreds yourself. In the oven, as the cheese in your dish bubbles and browns, there’s no resisting the urge to watch this ooey-gooey show, anticipating every wonderful bite. Cheese always brings people together, and after 100 years of crafting the very best, saying Kraft cheese has a natural pull isn’t stretching the truth.
CROSS-CATEGORY SHELF TALKERS
CHEESE SECTION SHELF-TALKER
Motion-sensor video showcases the "moment of melt"
IN-STORE PROMOTION
Large display near cheese aisle features oven giveaway, merchandised with meal prep items
PR / EVENT
Pop-up café featuring motion-activated oven windows with time-lapse video
Serves lasagna and pizzas freshly made with Kraft Natural Cheese
Distributes high-value coupons to drive retail purchase
PROMOTIONAL PARTNERSHIP
Sears features Kraft Natural Cheese oven-window clings in its appliance department
Every oven purchase = $X in Kraft coupons- Creative Director / Copywriter - John Koch
Art Director - Mary Elisa Calvano
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Music and Pop Culture Blog
As the creator and editor of Popservations.com, I've been serving up spinworthy new music to readers since January 2008. Popservations also enjoys a good glance in the rearview mirror, spotlighting past favorites and a few forgotten tunes that are ripe for rediscovery today.
Using an engaging mix of daily posts and regular features, the site’s content spans several musical genres (primarily pop, rock, indie, and dance), while also offering the occasional nudge toward non-musical pop-culture happenings.
Blogging, Music, Writing2008-Present -
"Favorite Part" :30 TV
Disney Vacation Club is a flexible vacation ownership program that allows members to enjoy years of affordable vacations at Disney's own resort properties as well as over 500 destinations worldwide.
While paying your hotel bill at the end of a stay isn't typically a high point of any vacation, "Favorite Part" flips that feeling with a vignette of one Disney Vacation Club member who really looks forward to that moment. Having saved by prepaying for his family's accommodations, he knows there's no bill waiting for him at check out. Still, he can't help but have a little fun with the Disney Cast Member at the front desk.
Much to the chagrin of his family, it's his favorite part of every vacation.
Assoc. Creative Director / Copywriter - John Koch
Director - Christopher Bean (MacGuffin Films)Copywriting, Advertising, Television2005 -
Nutritious By Design
Inspired by the popularity of home-design shows, this co-branded program for P&G Vocalpoint uses the familiar language and visual elements of that world to introduce Kashi's latest addition to the kitchen table, GOLEAN Waffles.
Centered on the waffles' "interior design" of 8g of protein and 6g of fiber, program components included direct mail, a microsite, and additional online messaging.
Creative Director / Copywriter - John Koch
Art Director - Kristine ArthCopywriting, Marketing, Advertising2009 -
Salt Happens
Promise SuperShots are 3 oz. fruit blends with potassium that offer a convenient way to help control blood pressure by balancing out sodium's effects on the body.
Because sodium is hidden in everyday foods, it's difficult to avoid even if you've banned the salt shaker from the table and are being extra cautious about your intake.
'Salt Happens,' but Promise SuperShots provide a tasty way to help you take control.
Creative Director / Copywriter - John Koch
SVP Creative / Copywriter - Jerry Craven
Art Directors - Ami Sugar, Mary Elisa Calvano
Director - Christopher Bean (MacGuffin Films)Copywriting, Advertising, Marketing2011 -
Which Thing Has More Zing?
Leveraging the "Are you MW?" campaign, this promotional idea expands the Miracle Whip vs. Mayo debate to other potentially divisive areas of pop culture and asks consumers to weigh in and win.
A new match-up is posted daily on Miracle Whip's Facebook page (also promoted via display ads on relevant sites), with the thing voted as having the most zing becoming part of the end prizing.
Prizes are awarded daily for voting, while uploading a video (of you, Miracle Whip, and a Thing with Zing) qualifies for a chance to win all the Things with Zing, an impressive haul of music, movies, technology, trips, tickets, and more.
Creative Director / Copywriter - John Koch
Creative Director / Art Director - David Nigh
Art Director - Eric CroninCopywriting, Marketing, Advertising2010 -
Intestinal Transit Authority
Irregularity isn't a subject easily discussed among friends, so this co-branded program for P&G Vocalpoint places digestive troubles in the unexpected context of transit. Exploring this rich area of language and imagery provides a lighter way to introduce the topic and how Dannon Activia's unique probiotic culture helps get digestive systems back on track.
The program was comprised of a direct mail piece with "Slow-Moving Violation" coupons to share with friends, a Flash-based microsite featuring a diagnostic quiz, and additional online communication.
Creative Director / Copywriter - John Koch
Art Directors - Kristine Arth, Melanie InnisCopywriting, Marketing, Advertising2008 -
Vacation Magic Magazine
Vacation Magic is Disney Vacation Club members’ quarterly connection to the Disney “magic.” Each issue features real members on the cover and presents the latest Disney and Disney Vacation Club news.
Content includes feature articles, member perks and special opportunities, vacation destination information and travel tips, reports from the Disney Vacation Club resorts, and robust behind-the-scenes coverage of Disney theme parks, films, and more.
Editor / Copywriter - John Koch
Art Directors - David Nigh, Ami SugarCopywriting, Marketing, Publishing2011 -
Summer of Surprises
For generations, teenagers have surprised their parents with fashion, slang, and all sorts of new trends. But now it's parents' turn to surprise their teens all summer long, starting with the real Coke taste of Coke Zero.
This co-branded program for P&G Vocalpoint is comprised of a direct mail piece with coupons for Coke Zero and Summer Surprise Passes to share with their teens (plus packets to pass along to other parents), while a texting component for an additional coupon drives online engagement.
The microsite includes reviews of Coke Zero, a section for submitting and sharing ideas for fun summer surprises, and incorporates a localized Surprise Finder that provides family-friendly options based on zip codes, powered by Eventful.
Creative Director / Copywriter - John Koch
Copywriter - Kristin Palla
Art Director - Jaclyn GordyanCopywriting, Marketing, Advertising2008 -
Open Up Your Pantry's Potential
DinnerTool.com is a recipe website designed to help the family chef bring variety back to the dinner table, rather than relying on usual "go-to" meals. By searching for recipes based on ingredients already in their pantry, refrigerator, or freezer, users discover new ways to serve up something totally tasty with what they have on hand.
This co-branded launch program for P&G Vocalpoint consisted of a direct-mail piece, a sweepstakes incentive, a microsite showcasing the DinnerTool.com features, and e-newsletter touchpoints.
Creative Director / Copywriter - John Koch
Art Director - Mary Elisa CalvanoCopywriting, Marketing, Advertising2009 -
The Drive To End Hunger
With over 50 million Americans struggling with hunger every year, this proposed scale program for Kraft Foods teams the company with Feeding America, NBCUniversal, stars like Matt Damon, and grocery stores from coast to coast for The Drive To End Hunger, a month-long push to help our neighbors in need.
With every participating brand purchased, Kraft Foods donates 7 meals to Feeding America. Every text sent when The Drive to End Hunger makes a stop on NBC or its sister properties equals an additional meal donation. And Kraft is helping organizing mini-drives in local communities too – all to reach a goal of delivering 30 million meals in 30 days.
Creative Director / Copywriter - John Koch
Art Director - Mary Elisa CalvanoCopywriting, Marketing, Advertising2009 -
Generation Pro-X
Olay Professional Pro-X has advanced technology that makes skin perform more like it did when it was younger. The regimen's advanced technology reveals younger surface cells faster and helps the skin's moisture barrier stay strong. It's a new age of skin care – Generation Pro-X – where skin doesn't just look younger, it acts younger, without using extreme measures, prescriptions, or department store creams.
This co-branded program for P&G Vocalpoint is comprised of a unique direct mail piece that houses a 28-day sample of Olay Professional Pro-X Wrinkle Smoothing Cream and a microsite introducing the complete Pro-X regimen with a section for product reviews.
Creative Director / Copywriter - John Koch
Art Director - Jaclyn GordyanCopywriting, Marketing, Advertising2009 -
Disney Vacation Secrets Revealed
Leveraging an existing partnership with Alamo Rent A Car, Disney Vacation Club wished to capture the family audience heading in from Orlando International Airport. Since most plan to spend at least some of their time at a Disney Theme Park, there was a unique opportunity to introduce Disney Vacation Club ("The best kept Disney secret") to this qualified target.
Of course, at its heart, Disney is an entertainment company, so an audio program was produced that the whole family would enjoy listening to during their drive, presented by Disney Vacation Club.
Hosted by Radio Disney personalities BB Good and Ernie D, "Disney Vacation Secrets Revealed" offers behind-the-scenes insights and fun tidbits about Disney theme parks and attractions. Brief breaks in the program drive visitation to a Disney Vacation Club Information Center.
Assoc. Creative Director / Copywriter - John Koch
Producer - Bob Monachino (Radio Bob Resort)Copywriting, Marketing, Advertising2006, 2007 -
See Giant Eagle For Care
A pioneering aisle reinvention program for P&G's Fabric Care customer-marketing team, See Giant Eagle For Care introduced much-needed organization and education to a category that was rapidly expanding. Joining line extensions of laundry basics like detergent, softener, and bleach were new "assistants," from wrinkle releaser to at-home dry cleaning kits.
Installed in three Pittsburgh area stores, See Giant Eagle For Care leveraged the grocery chain's positioning as a trusted friend, while tapping into an already existing consumer behavior – looking at care tag instructions on garments and other washable items.
Colorful category wayfinders make shopping the fabric care aisle easier and more enjoyable. Modules placed at eye-level throughout the aisle (some with interactive features) provide fabric care tips and product education via the "voice" of the care tag.
Copywriter - John Koch
Art Director - David NighCopywriting, Marketing, Advertising2002 -
Dream Book
Designed to be shared with prospective Disney Vacation Club members, the Dream Book delivers necessary information while infusing it with the magic, wonder, and excitement of Disney's premier vacation ownership program.
Inspired by the look and feel of coffee-table books, the Dream Book utilizes special printing techniques, full-bleed photographic images, judicious white space, and personal "you-focused" copy – all intended to transport readers into the vacation mindset and allow them to dream away with Disney Vacation Club.
Assoc. Creative Director / Copywriter - John Koch
Art Director - Scott WagnerCopywriting, Marketing, Advertising2007 -
Gentle Change
Many hair-color products can be quite harsh on hair, but Natural Instincts offers a gentler way to achieve the desired shade. Ammonia-free, low in peroxide, and enriched with antioxidants and vitamins, Natural Instincts delivers healthier-looking hair that leaves a lasting impression.
Playing off of three distinct Natural Instinct shades – Chestnut, Sahara, and Midnight – this print campaign for P&G Canada places the product's gentle formula front and center. Intriguing copy and a striking hair visual support the brand proposition.
Creative Director / Copywriter - John Koch
Art Directors - Mary Elisa Calvano, Jaclyn GordyanCopywriting, Marketing, Advertising2008 -
The Cards That Get More Smileage
Featuring original music and voices from kids' favorite TV shows and movies, Hallmark Cards With Sound are so much fun that kids can't stop opening them. They're the cards that get the best smileage, making the joy of a birthday last long after the party ends.
This co-branded program for P&G Vocalpoint included a direct mail piece, a microsite designed for browsing these kids' birthday cards that features audio clips (three per week during the program's duration) and a printable shopping list, plus additional online touchpoints. A downloadable 'Birthday Tracker' desktop widget was also developed.
Creative Director / Copywriter - John Koch
Art Director - Jaclyn GordyanCopywriting, Marketing, Advertising2009 -
Member Offers
These direct mail pieces, emails, and on-property marketing materials targeted members of Disney Vacation Club with various offers, special perks, and other exclusive opportunities.
Assoc. Creative Director / Copywriter - John Koch
Art Directors - David Nigh, Ami Sugar,
Scott WagnerCopywriting, Marketing, Advertising2002-2006 -
Try Before You Buy
Gogo Inflight Internet provides paid Wi-Fi access on select flights over the continental United States, giving passengers the freedom to live life uninterrupted by staying connnected to all the things that matter most.
These 300x250 display ads were designed to appear on the Gogo portal, with the goal of increasing sales on low performing flights and during low-peak periods by encouraging new users to try the service.
Senior Creative Director / Copywriter - John Koch
Art Director - Mary Elisa CalvanoCopywriting, Marketing, Advertising2010 -
Tiny Lasting Changes
Proposed integrated promotion for Kashi TLC snacks that encourages consumers to make a Tiny Lasting Change by incorporating these better-for-you cookies, crackers, and bars into their routine.
A microsite, in-store display, and special packaging supports the brand's natural-food positioning (tasty, good for you, approachable) and encourages multi-product purchase through a partnership with Global Green, a charitable organization dedicated to building sustainable urban environments.
Creative Director / Copywriter - John Koch
Art Directors - Alan Avery, Mary Elisa CalvanoCopywriting, Marketing, Advertising2009 -
Save The Tin, Man!
When the last Curiously Strong Mint has been consumed, all sorts of odds and ends can be stored in Altoids tins — buttons, coins, flathead screws — but this promotion looks to inspire consumers to craft something entirely new out of these metal empties.
Whether pop-art sculpture, remote-controlled race car, or a set of mini speakers for an MP3 player, original ‘Altoids Tinvention’ ideas can win big. So save the tin, man!
Copywriter - John Koch
Art Director - Raul VallinesCopywriting, Marketing, Advertising2004