The new product comes in four
flavors: original, Italian herb, savory garlic and Santa Fe. McGarryBowen's campaign will promote it as a sauce for just about anything else you can put in a pan and will focus on solving the "dinner
dilemma," says Jill Baskin, Kraft's senior director of integrated communication for the cheese business unit.
"We're thinking this is going to be one of the biggest launches that cheese and dairy has ever had," says brand manager Adam Butler. "We're going big. We've got a huge marketing campaign scheduled against it."
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