Kraft, Via JWT, Airs Image Spots

Kraft Foods aligns itself with moms, asserting it shares their values, in its $50 million image campaign from J. Walter Thompson here.
Kraft wants consumers to connect emotionally with its family of brands, a strategy it has been evolving since 1996.
Two of the campaign’s three 60-second spots broke Sunday during the Emmy Awards broadcast. The documentary-style spots show members of real families interacting and speaking about their lives and how they connect through food. The campaign is intended to show how the company can be a mom’s partner, said Bob Eckert, Kraft president and chief executive officer.