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.
"There is nobody else that can bring together products and services that can help mom" like Kraft, he said of the concept behind the company's first corporate image campaign. JWT was chosen to create the push--to which the company said it would commit $50 million--in July 1997 after a competition among Kraft roster shops.
The spots, featuring a voiceover that says, "We make it taste good. You make it feel good," close with client's logo and the tagline, "Let's make something good."
Print ads will follow in November issues of women's and parenting magazines.