RELIEF DETOUR FOR COOK'S TOUR | Adweek RELIEF DETOUR FOR COOK'S TOUR | Adweek
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RELIEF DETOUR FOR COOK'S TOUR

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A traveling promotion developed by Kraft rolled through the Lone Star State last week and made a special stop that benefitted the residents of Jarrell, the Texas town recently struck by a tornado.





The Kraft Country Kitchen, a 46-foot vehicle that showcases the sponsor's products and recipes, solicited financial donations from people in cities including Dallas, Greenville, Allen, Arlington and Mesquite before heading to Jarrell last Saturday.





The KCK presented the collected donations (a figure was not available at press time) and delivered freshly prepared meals to the town's residents and volunteers aiding with relief efforts.





Jennifer Crivello, a representative of GMR Marketing in Milwaukee, said her company worked with Kraft to add the stopover to the 20-city tour. She said the actions were consistent with Kraft's ongoing contributions to Second Harvest, a national food bank.





Crivello said Jarrell had already been inundated with donations of packaged goods, adding that delivering prepared meals and cash donations was deemed more helpful at this stage of the rebuilding.





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