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Kraft Pitches New Bagel Campaign

An integrated marketing campaign for Kraft's Bagel-fuls--frozen bagel sticks filled with Philadelphia cream cheese--will begin April 9 when Joy Behar, co-host of ABC's "The View," doles them out in Times Square. National TV ads break at the end of April. Kraft then will take Bagel-fuls on a 20-plus city sampling tour this summer, supported by radio promotions. It is also reaching out to blogs and female-oriented online communities.

In 2003, Kraft tried a refrigerated product that included a single-serve bagel, a 1-oz. tub of Philadelphia Cream Cheese and a plastic knife. But the product did not deliver on the "to go" aspect and was discontinued, says Chitra Ebenezer, marketing director for the new Bagel-fuls brand. It believes it has solved the portability issue.
,br> Kraft is so jazzed about Bagel-fuls prospects after successful tests at select convenience stores that Rick Searer, executive vice president and president of Kraft, told analysts last month that the product would surpass the $100 million mark in sales "within the next few years."

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