KRAFT FOODS is reviving a vintage marketing recipe with a campaign that promotes five Kraft cheese products together as well as separately.
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. The campaign, by McGarryBowen, an agency that is part of the Dentsu Network West unit of Dentsu, is another example of the resurgence in marketing efforts for packaged foods that began with the financial crisis and continues as the economy remains uncertain.
The trend is underscored by a decision by Dannon, part of Groupe Danone, to advertise for the first time during a Super Bowl. A commercial for Dannon Oikos Greek yogurt is to appear in the third quarter of Super Bowl XLVI on Feb. 5, joining the event’s longtime sponsors like Anheuser-Busch, Coca-Cola, General Motors and PepsiCo.
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