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Kraft Gets Real With Athenos Sampling Effort

  • Brandweek, Friday, February 26, 2010 11:10 AM

Kraft has launched a roving sampling tour for its Athenos hummus brand and is also working with restaurant and entertainment guide Metromix, and US Weekly magazine in sponsoring a series of three-question quizzes, Elaine Wong reports. Among the brand verities: Athenos is sold in 11 different flavors and is made with "real" ingredients, including chickpeas, lemon juice, garlic and, of course, 100% olive oil.

"What the game is all about is finding the truths in a line of questions, and in the process, we're also revealing truths about the Athenos hummus brand," says brand manager Marshall Hyzdu. Kraft finds that the use of "real ingredients" is resonating with consumers who "are really looking for real and authentic food options," Hyzdu says.

The sampling effort kicked off at a restaurant in Atlanta last night and will hit Denver and Chicago next month. The goal is to target cities with a high number of "urban dwellers, and young transitionals," according to Hyzdu.

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