• Brandweek, Friday, June 2, 2006 12:30 PM

Food marketer Kraft is counting on the appeal of celebrities as disparate as figure skating champion Michelle Kwan and choreographer Savion Glover to help the company spread the word about using a range of Kraft brands to make salads. The two appear in separate ads designed to convey the idea that salads allow people to open their imagination and creativity in the kitchen with just a few simple ingredients. The latest one breaks next week and shows Kwan "skating" in her kitchen as she prepares a salad with her dog looking on. Brands touted in the ads include Kraft Mayonnaise, Kraft Barbecue Sauce, Kraft Salad Dressings, and Ritz Crackers. "We want to encourage our consumers to express their ingenuity in the kitchen to develop their own creations," Peter Nowlan, vice president-marketing, Kraft, Northfield, Ill, said. "Michelle and Savion are known for their creativity and are ideal partners to motivate consumers to create simple yet personalized meals." Two other spots broke May 15, and Glover was featured in a May 29 ad. Related print breaks in women's and food titles in mid-June. There will also be in-store and Internet support, along with direct mail efforts that will target more than 10 million consumers, the company said.

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