Kraft Giving Moms A Hug

Jwt’s Corporate Spots Offer A Slice Of Real Life
CHICAGO–Kraft Foods positions itself as a company that understands moms in its new $50 million multibrand campaign from J. Walter Thompson here.
Two of the campaign’s three 60-second TV spots broke Sunday during the Emmy Awards broadcast. The documentary-style ads show members of real families interacting and speaking about their lives and how they connect through food. The campaign is intended to show how the company can be Mom’s partner, said Bob Eckert, Kraft president and chief executive officer. “We have found in talking with moms that they are interested in having products from companies that identify with them,” he said.
JWT was chosen to create the campaign in July 1997, after a competition among Kraft roster shops. The company said it is backing the effort with $50 million in ad spending.
The spots contain the theme, in a voiceover, “We make it taste good. You make it feel good,” and close with the tagline, “Let’s make something good,” and the Kraft name and logo. JWT executive creative director Dennis Ryan called the spots “emotionally aspirational.”
Though specific Kraft products are not showcased, a variety of them can be seen in the kitchens of the families profiled. The spots conclude with illustrated versions of well-known Kraft brand logos, such as Post, Kool Aid and Oscar Mayer.
Kraft will air 30-second versions of the three spots during broadcast network prime time, spot daytime and cable. Print executions in November issues of women’s and parenting magazines also couple photos of real families with Kraft brand logos.