Jell-O Adds 'Dancing' Champ Brooke Burke

NEW YORK Kraft is set to sign Dancing With The Stars winner Brooke Burke in a Jell-O campaign that promotes two new sugar-free "superfruit" varieties.

The new campaign, via agencies Draftfcb and Mediavest, is Kraft’s first foray into superfruit gelatin (meaning fruit that is rich in antioxidants). The brand is tapping into the superfruit trend, which has been introduced in categories such as applesauce and yogurt, as a way to combine “some of our most popular gelatin varieties so our consumers can enjoy both an exotic and familiar combination in one sweet snack,” said Kraft rep Joyce Hodel.

Dubbed “Red haute flavors of summer,” the campaign features Burke educating consumers on the low-calorie and antioxidant benefits of Jell-O’s two new varieties: strawberry acai and raspberry gogi. According to Kraft, strawberry acai and raspberry gogi Jell-O contain vitamins A and E. They cost $3.19 for a six-pack.

Print ads will run in the April and May issues of Redbook, People, Self and Kraft Foods’ Food & Family magazine. There will also be a spreadvertorial showing consumers how to incorporate the new flavors into “fun, fitness and fashion.” TV kicks off in May.

Jell-O is also running an online sweepstakes to promote “Red haute flavors of summer.” Consumers can log onto Jell-O.com/redhaute for a chance to win one of two superfruit-inspired nail polishes supplied by Essie Cosmetics. The grand prize is a summer’s worth of gelatin treats and manicures.

Additionally, the effort includes a mobile marketing tour launching next month. Each stop along the brand’s 250-supermarket tour includes a Jell-O branded Wii Fit station where consumers can engage in a quick workout and receive a Jell-O branded pedometer.

Mintel senior analyst Krista Faron said Jell-O’s new line extensions might be a sign that flavor alone isn’t enough to drive sales. Kraft’s refrigerated gelatin snacks, for instance, fell 4.39 percent for 52 weeks ending Feb. 22, per the company.

Faron added: Kraft, whose portfolio has been particularly susceptible to private label, has an advantage because it has tapped into the superfruit trend -- a direction in which private label hasn't been heading.