• Brandweek, Reuters, Thursday, May 27, 2010 10:37 AM

Kraft is using celebrities to target women 35 to 54 who are "looking for new ideas" in a campaign for its Sandwich Shop line of flavored mayonnaises, Elaine Wong reports. It's the first big ad push for the line, which debuted in March and comes in four flavors: reduced fat Chipotle, Garlic & Herb and Horseradish-Dijon, and regular Hot & Spicy.

"Squeeze [our mayonnaises] onto your boring ham and cheese and you'll have a delicious, new sandwich that's restaurant-inspired," says Kraft brand manager Amy Monroe. Not coincidentally, the company's new corporate tagline is "Make today delicious," Wong points out.

The effort kicked off with a 60-second spot during last night's "American Idol" finale and stars HGTV "Design Star" judges Candice Olson, Genevieve Gorder and Vern Yip. The spots are set up in a makeover reality show format. Work was spread among several agencies: Mcgarrybowen, Chicago, for creative; Upshot for promotional and in-store marketing; AKQA, New York for digital, Hunter, which handled public relations, and Mediavest and Digitas, both in Chicago, for media buying duties.

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