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JWT’s $50 Mil. Campaign to Feature Real Families
CHICAGO–Kraft Foods will aim to become Mom’s partner in its $50 million branding campaign, set to break this fall, from J. Walter Thompson here.
The campaign will deal with more than just the “simple concepts” of taste and nutrition, addressing the deeper values facing mothers today, said Bob Eckert, president and chief executive officer of Kraft Foods.
JWT has been developing the campaign since winning the assignment last July in a shootout with Young & Rubicam, New York.
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