• The Wall Street Journal , Monday, September 29, 2008 10:45 AM

Amidst all these efforts by retailers to dress up what used to be seen as generic store brands, the big food marketers are coming out with value campaigns of their own. In part it's a defensive move against losing market share to private labels, writes Julie Jargon, but it's also a response to how consumers have changed their behavior as the U.S. economy has soured.

Kellogg is launching a new advertising push for old standbys such as Corn Flakes and Rice Krispies, while Campbell Soup is about to roll out a multimedia campaign to promote its condensed soups as a bargain buy. Kraft Foods, meanwhile, has begun advertising its Kool-Aid powdered beverages on national radio for the first time in 11 years. And the milk industry will begin running ads touting milk as a bargain.

Campbell and Kraft are also teaming up to promote meals of soup and grilled-cheese sandwiches. Kraft's Web site will add recipes for cheap sandwiches and suggest Campbell soups to pair them with.

On Nov. 2, newspapers nationwide will carry coupon inserts pitching Campbell soups and sandwiches made with Kraft Singles cheese as the "wallet-friendly meal your family will love."

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