Kraft Branding Effort Set

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. According to sources, JWT’s original presentation suggested positioning Kraft as “Mom’s consultant,” with the tagline, “It’s your Kraft.” However, that line subsequently was scrapped, and several others have since been considered, these sources said. Neither Kraft nor JWT officials would disclose the themeline that will be used for this fall’s campaign.
TV spots will feature four real-life families involved in their daily routines. “Initial spots will talk about the families, and further spots will show evidence of how Kraft helps them connect,” Eckert said.
Subsequent spots will evidence Kraft’s role in a variety of occasions, such as holiday meals. The campaign will also include consumer promotions, co-marketing, direct mail and Internet efforts.
Kraft’s umbrella promotion strategy began with its tie to Nickelodeon in 1996 that brought together more than 25 kids brands and has continued with multibrand programs tied to the Super Bowl and other events and properties.
“This is the next step, going more broadly to consumers to help them understand the role Kraft plays in their lives,” Eckert said.
The work will not lessen or replace Kraft’s individual brand advertising, Eckert said. Kraft, which spent a total of $826 million on advertising in 1997, also works with Foote, Cone & Belding and Leo Burnett in Chicago and Y&R and Ogilvy & Mather in New York. “We can do something special but still be quite mindful that the brands compete category by category,” Eckert said.