Article: Chicago Tribune Marketing Column.

By Jim Kirk, Chicago Tribune Knight Ridder/Tribune Business News

Mar. 7--If there's something about cheese that Kraft Foods wants to unleash, it's the power of a mega brand.

And in a world of skyrocketing media and shelf space costs, even a $2 billion brand can have trouble getting heard.

So for the first time, Philip Morris-owned Kraft is corralling its strength behind a unifying advertising campaign that it hopes will not only get people thinking about cheese, but also give the marketing of its individual cheese products some heft with the "halo effect" of an overarching image.

In new work breaking this month in magazines and TV, ...

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