Kraft continues to step up the marketing behind its Athenos hummus brand with
the launch of a restaurant sampling tour and a true or false online game.
The sampling tour, which is part of the brand’s ongoing 100 percent olive oil
campaign, kicks off at Cellar 56 restaurant in Atlanta tonight (Thursday),
followed by similar events in Denver and Chicago early next month. Participating
restaurants in the three cities will serve up bite-size treats with Athenos
hummus in hopes of giving diners their own at-home entertaining ideas, Kraft
said.
Kraft, which owns brands like Kool-Aid and Jell-O, is also working with
restaurant and entertainment guide Metromix, and US Weekly magazine, to launch a
true or false quiz on the latter’s Web site. The brand is sponsoring a series
of three-question quizzes, from which players must pick out one false statement.
(The quiz topics are centered on pop culture and brand trivia.)
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