Kraft Foods is spending around US$50m on a marketing campaign in the US for a clutch of cheese brands.
The push will see the US food giant market five cheese lines, including Kraft Natural Slices and a new product, Kraft Fresh Take.
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The campaign, which carries the tagline ‘Make something amazing’, was developed after Kraft spotted that consumers were cooking more and were not only using one kind of cheese.
“We know that our consumers don’t just use one kind of cheese. We also know that consumers are coming back to the kitchen and cooking more,” a spokesperson said. “They’re looking for ways to prepare delicious meals based on tradition and simplicity. We’re using Kraft cheese as the spark for inspiration and letting them take it from there.”
The campaign is the latest from Kraft in the US, which has also launched a marketing push for its Wheat Thins snacks brand.
Kraft is planning to split in two this year, which would create a global snacks maker and a North American grocery business.
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By GlobalDataLast week, as it prepares for the split, Kraft announced plans to revamp its US sales network, restructure where its management in North America is based and streamline its corporate organisation. The changes will lead to around 1,600 jobs in North American being cut.
