Kraft Foods Partners With AOL Time Warner, Viacom

  • by October 25, 2001
Kraft Foods North America, a global leader in branded foods and beverages, has announced strategic media alliances with AOL Time Warner and Viacom Plus that will strengthen the company’s 2002 integrated marketing programming across a variety of media platforms. Terms of the agreements were not disclosed, but advertising spending with these two partners will represent a substantial media investment of several hundred million dollars.

“Our portfolio is a market basket filled with the world’s favorite foods for every eating occasion. Both Viacom Plus and AOL Time Warner offer the spectrum of media possibilities necessary to build cutting-edge integrated marketing programs for our icon brands,” said Paula Sneed, Group Vice President, Kraft Foods North America, and President of E-Commerce and Marketing Services.

Kraft’s strategic media partners, including MediaVest, its agency of record, will work as part of the company’s marketing teams to develop integrated, national media plans with cross-platform programming.

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“While these initiatives will accelerate in 2002, we have already begun some exciting work with both partners that gives us a taste of future possibilities,” Sneed noted. “For example, with Viacom Plus, we have created a Kraft salad dressings plan this year, featuring online and television content, billboards and other custom program elements.

“In addition, AOL Time Warner worked with us on an integrated Boca health-oriented campaign with television and print support, including sponsorship of ‘Your Health’ on CNN Headline News along with appropriate Time Inc. print titles and advertising to health clubs, as well as promotion on the AOL service,” Sneed added.

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