US food group Kraft has launched a multi-brand marketing campaign aimed at capitalising on the prime summer selling season.
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The campaign, described by the company as “creative and contemporary”, combines three key Kraft brands, Kraft Mayonnaise, Kraft Salad Dressings and Kraft Barbecue Sauce. It will feature across broadcast, print, in-store, online and direct mail media. The TV ads have already launched and the print media element, featuring five different executions, will roll out in June.
The ads, based on the concept of how easy it is to “Kraft” everyday meals into extraordinary ones, will feature celebrities Michelle Kwan, the American figure skater, and dancer and choreographer Savion Glover.
“This campaign enables us to showcase multiple Kraft products with a contemporary, creative approach,” said Peter Nowlan, Kraft’s vice-president, marketing. “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 personalised, meals.”
The three national TV commercials feature people using Kraft foods to prepare quick and appetising meals. In one, a mother of twins rustles up a salad using Kraft Balsamic Vinaigrette Dressing while balancing a baby on her hip. In another, Savion Glover is shown preparing mini-sandwiches with Kraft Mayonnaise and Ritz Crackers, while in the third Michelle Kwan skates through her kitchen making a summer salad using various ingredients.
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By GlobalData
