US: Kraft launches marketing push for Wheat Thins

By Dean Best | 23 January 2012

Kraft Foods has launched a marketing push in the US for snacks brand Wheat Thins.

The company has developed TV adverts and a digital campaign under a theme 'Do What You Do', which it said "celebrates the individuality of Wheat Thins fans".

In the first TV ad, Kraft has teamed up with US animated comedy programme Family Guy. A spokesperson said two other commercials are being lined up with "quirky pop culture icons".

For the digital campaign, Kraft has created "The Do-Minatrix", a "coach, with a tough love, motivating attitude".

"This mustached man will use tongue-in-cheek humour to promote his insatiable drive to inspire fans to do those things that they've been thinking about doing. The Do-Minatrix will use Wheat Thins social communities like Twitter, YouTube, Facebook and Instagram to encourage and celebrate fans who are out there doing stuff," the spokesperson said.

Kraft refused to be drawn on how much money it was investing in the new marketing for Wheat Thins.

Sectors: Advertising & labelling, Snacks

Companies: Kraft Foods

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