KRATER 96 proposed a plan to attract a family crowd to the Honolulu Zoo with a lineup of free entertainment, crafts, children's games and free samples of Kraft hot dogs and Kool-Aid. The half-day event would feature two local name bands, Kapena and Imua, and free admission to the Zoo with a Kraft Foods label, which enabled Kraft to sell its summertime products prior to that day.

KRATER 96 got the approval from the Zoo for Kraft to offer free samples at the event to expose more people to its barbecue products. The radio station sold additional sponsorships to this event, which increased its revenue and budget to implement the Kraft Family Fun Day at the Zoo.

"This was the first promotion Kraft had done with KRATER 96 and so was unsure of how the station would perform for Kraft's products and target audience. With more than 3,000 people bringing in Kraft labels for free admission, the attendance was double what had been expected, and it had translated directly into sales of the product. Kraft felt they had accomplished their goals and that this was the most successful event they had done in recent years."

Kim Bock
Senior Media Planner
Laird Christianson Harris