CASE STUDIES - SOLUTIONS MADE TO ORDER

Picture This! A Youthful Perspective of Houston

In its first year this collaborative effort between H-E-B and Kraft Foods, was a two-part promotion that included an amateur photography contest that yielded the images for a multicultural calendar. To create greater impact and relevancy with the consumer, this program was enhanced by changing from a contest to an instructional series to give young people a new form of expression through photography and the calendar became, not merely a premium, but a vehicle for these young people to share their unique perspectives.