Kraft Foods : Annual Report Website
Agency
Genesis Inc.
Kraft Foods, one of the world’s largest food companies, engaged Genesis to develop messaging for a new shareholder base and to lead corporate communications as the Agency of Record. We created “New Kraft” to give voice to the new CEO and articulate her vision for the company’s future.
Using the SEC-required annual report as a launch point, we transformed mandatory disclosure into an interactive digital experience. The New Kraft microsite introduced a bold narrative of global growth, opening with a personal welcome video from the CEO and unfolding through chapters focused on innovation and sustainability. The experience engaged more than 800,000 investors with a renewed, forward-looking vision for Kraft Foods.
Art Director
Team leadership, Information architecture, UI designer, Development team management, Quality assurance
