Kraft Tries Aged-cheese Marketing
The New York Times, Wednesday, January 18, 2012 10:22 AM
“Make something amazing,” is Kraft's new campaign touting Kraft Singles, Kraft grated parmesan, Kraft shredded cheeses, Kraft Natural Slices and a newcomer, Kraft Fresh Take as building blocks for gourmet cooking.
The campaign has a budget estimated at more than $50 million, which executives at Kraft Foods are calling the largest single investment in the last decade in their cheese and dairy products. The campaign is by McGarryBowen, an agency that is part of the Dentsu Network West unit of Dentsu.
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