Kraft Aims Calif. Pizza Kitchen Line At L.A., with Chicago, D.C. Next

Brandweek, Oct 11, 1999 by Theresa Howard

Continuing to strengthen its roster of branded partnerships with foodservice leaders, packaged foods giant Kraft is expanding into Los Angeles its test of packaged California Pizza Kitchen pies atop a three-tiered pricing pyramid that includes Kraft's Tombstone brand at the bottom and DiGiorno in the middle tier. Chicago and Washington follow in 2000, CPK said.

"We have a value pyramid that we want to complement our brands," said Carlos Abrams-Rivera, senior brand manager for Kraft's pizza division. "We seek CPK taking us to a different level and putting us in a different realm by being able to compete with home meal replacement." Tombstone and DiGiorno already account for 30% of the retail category.

The L.A. push in November is backed by FSIs, regional print and a 30-second TV spot, via Foote Cone & Belding, Chicago, which features founders Larry Flax and Rick Rosenberg and positions CPK as "a cool new way to pizza." CPK will cross promote the $4.99 line via coupons in restaurant guest checks and with supermarket sampling at big chains Ralph's, Vons, Luckys and Albertsons.

"This is fabulous for our brand in terms of awareness," said Flax. "This will give us the shoulders to expand our brand with our own restaurants and the ASAP concept."

The move enables Kraft to market an established premium brand versus building a new brand as with DiGiorno. The product has been featured heavily this past year in cross-promos with Coca-Cola.

Kraft recently reached national scale on its line of licensed Taco Bell products and has also partnered with Starbucks Coffee for its in-store coffee line.