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Article: Kraft aims high for dinner line. (advertisement for its boxed Macaroni and Cheese, Kraft Foods)(Brief Article)
- Article from:
- Advertising Age
- Article date:
- March 30, 1998
- Author:
CopyrightCOPYRIGHT 1998 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Mac & Cheese to get 25% boost in `icon' effort
Kraft Foods is sweetening the $25 million ad pot for its boxed Macaroni & Cheese by an estimated 25% in an effort to make it into an "icon brand."
The marketer will start a new cinema ad campaign in May, and use print and radio advertising for the brand for the first time. TV exposure also will be increased.
"Macaroni & Cheese has a history and a meaning to consumers," said Carl Johnson, president of Kraft's New Meals division. But "there's so much more we can do to capitalize on it."
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