Kraft is looking to spice up the lunchtime sandwich with a new celebrity-backed campaign for its line of flavored mayonnaises.
The effort for the Sandwich Shop brand, which kicked off with a 60-second spot during last night’s American Idol finale, stars HGTV Design Star judges Candice Olson, Genevieve Gorder and Vern Yip. TV spots, dubbed Tastemakers,” are set up in a makeover reality show format.
One 15-second teaser, for instance, opens with Yip approaching a couple that’s unbelievably “beige.”
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