Amid Downturn, Kraft Shakes Up Shake 'N Bake

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Despite news of a potential  economic turnaround, Kraft apparently feels the time is right to resurrect a recessionary staple, Shake ‘N Bake.

The PR, in-store and out-of-home effort, which launches this week, is the first time Kraft is advertising the breadcrumbs-style coating in a decade. The effort comes as consumers trade down to cheaper cuts of meat, like poultry, in an economic downturn. The Kraft effort is the latest by food marketers to attempt to revive shelf-stable food brands that had gotten less attention in good economic times.

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