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NORTHFIELD, Ill.-- To capitalize on the prime summer selling season, Kraft Foods here is launching a marketing campaign that will rely heavily on three of Kraft's flagship summertime lines -- Kraft mayonnaise, Kraft salad dressings, and Kraft barbecue sauce.
The three lines will be teamed up to present a fully integrated initiative employing broadcast, print, in-store, online and direct mail elements. For assistance, Kraft is turning to two inspiring celebrities well-known for their creativity and artistry -- Michelle Kwan, the most decorated figure skater in U.S. history, and Savion Glover, a Tony award-winning dancer and choreographer -- to star in two of the campaign's three commercials.
"This campaign enables us to showcase multiple KRAFT products with a contemporary, creative approach," said Peter Nowlan, v.p. of marketing for Kraft Foods. "We want to encourage our consumers to express their ingenuity in the kitchen by giving them inspirational food ideas to develop their own creations. Michelle and Savion are known for their creativity and are ideal partners to motivate consumers to create simple, yet personalized, meals."
The campaign, which will expand across multiple media vehicles throughout the United States and Canada, is anchored by three commercials that will run nationally and regionally. The campaign extends to print, with a series of five different executions beginning to appear in June issues. The ads capture ordinary people reveling in life's most precious moments, while highlighting how simple yet creative food can bring it all together.
Kraft also is delivering the campaign to consumers in-store. Retailers will feature campaign signage, along with special offers and meal idea cards. In select stores unique produce stickers -- literally stuck to watermelons and bags of lettuce -- will feature ideas for Kraft salad dressings, while floor graphics will showcase inspiring uses for Kraft Barbecue Sauce.