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Article: Chicago Tribune Marketing Column.
- Article from:
- Knight Ridder/Tribune Business News
- Article date:
- March 7, 2001
CopyrightCOPYRIGHT 2001 Knight-Ridder/Tribune Business News. 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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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, ...