Kraft Dessert Campaign on Amazon.com

OVERVIEW

Kraft wanted to bring joy and surprise to everyday dessert shopping with its “Celebrate the Funexpected” campaign. Partnering with Amazon, the goal was to combine a unique shopping experience with a shoppable landing page and an Amazon Fresh in-store activation to inspire customers with Kraft dessert recipes, create shoppable moments, and deliver a playful “surprise and delight” experience.

PROCESS

As the designer on the project, I was responsible for crafting the interactive quiz landing page.

Digital Experience Design

• Designed the quiz experience in Figma, ensuring a responsive layout that scaled seamlessly across devices.
• Built an engaging 3-question quiz where customers were matched with a Kraft dessert recipe.
• Provided direction for animation and micro-interactions: when results appeared, confetti animated across the recipe screen, creating a celebratory moment.
• Integrated shopability: customers could add recipe ingredients to their cart via Amazon Fresh, with geolocation-based item availability and a backup design for non-Fresh customers.
• Designed recipe result pages to include:
  • A downloadable PDF
  • Links to all other Kraft dessert recipes
  • Direct shopping pathways
• Collaborated closely with the design technologist for final build

In parallel, Amazon Fresh stores hosted a physical activation: customers could tap a button at a branded display and instantly receive a Kraft dessert sample, extending the campaign’s theme of unexpected fun into real life.

RESULTS

The campaign exceeded expectations, delivering strong omnichannel engagement and measurable business lift:

Performance Metrics

• 72M+ total impressions across campaign channels
• $12.3M lift in omnichannel sales
• 71K visits to the Kraft Amazon Brand Store
• 1.3K+ active engagements with the custom quiz and recipe tiles
• Digital components met or exceeded KPI benchmarks, driving awareness, traffic, and recipe exploration

The “Celebrate the Funexpected” campaign demonstrated the effectiveness of pairing interactive digital design with in-store activation to inspire shopping and brand discovery. The responsive, shoppable quiz not only entertained customers but also connected them directly to Kraft products through Amazon Fresh.

By delivering both playful storytelling and measurable sales impact, the project stands as a strong example of how experience-driven design can engage audiences, strengthen brand affinity, and drive omnichannel results.