Kiri made from cream serves as a vital ingredient in many dishes and not just as a topping for canapés smothered with a favourite sauce. Its velvety smooth texture and mild flavour means it can be used as a smooth and creamy additive to complement many dishes, sauces and soups. By attracting consumers through its appetite appeal and its flexibility and usage for different occasions, Kiri will continue to capture the growth in the cream cheese market.

Kiri will create and stimulate awareness of their cream cheese brand through various in-store promotional activities including; chef stations, sampling and recipe cards. In select stores, apprentice chefs will display Kiri’s versatility by demonstrating quick and delicious recipes in the food courts and/or foyer of malls to consumers, while they sample Kiri cream cheese. Promoters will be handing out Kiri recipe cards that include a discount coupon offering R3 off any pack of Kiri cream cheese and two different winter recipe cards.

The recipe cards list Kiri cream cheese as an essential ingredient in a selection of everyday dishes and Kiri is so mild and creamy that you can use it with any other ingredient and retain overall taste. Instead of using butter or sour cream on a baked potato, use a portion of Kiri cream cheese for something a tad more scrummy.

Kiri cheese's creamy and mild taste is so different from any other cream cheeses on the market that it can be enjoyed perfectly on its own and the convenient size and shape of the Kiri cheese portions make it ideal for on-the-go occasions such as a picnic or as a simple snack in a lunchbox.

The two phase campaign will take place nationally over June and July with in-store promotions encouraging trial and demonstrating that Kiri is more than just a spread. Unlike other types of cheeses, Kiri is an ideal substitute to be included in many dishes adding creaminess and a unique subtle French flavour that consumers have come to know and appreciate.