Kraft Tries New Marketing Campaign
Stuart Elliot at the New York Times has the story on Kraft Foods' extra expensive ad campaign and how they plan to roll it out. The focus? Cooking at home:
Kraft Foods is reviving a vintage marketing recipe with a campaign that promotes five Kraft cheese products together as well as separately.
With the theme “Make something amazing,” Kraft Foods is introducing a campaign for five cheese products that will include online ads like these.
The campaign, now under way, carries the theme “Make something amazing,” with Kraft advising consumers that they can fix outstanding meals and snacks when they use the five products: Kraft Singles, Kraft grated parmesan, Kraft shredded cheeses, Kraft Natural Slices and a newcomer, Kraft Fresh Take.
The campaign has a budget estimated at more than $50 million, which executives at Kraft Foods are calling the largest single investment in the last decade in their cheese and dairy products.