Kraft tackles obesity issue
Kraft Foods last week addressed the issue of childhood obesity head on as it announced a series of global efforts including limiting portion sizes, disclosing nutritional information and eliminating in-school marketing. The announcement was a formal declaration of continuing efforts-first reported in Advertising Age (AA, Jan. 20)-from the Altria Group-owned food company. Efforts include restricting advertising to reflect reasonable serving sizes and active lifestyles that it hopes will limit its liability from potential lawsuits. Fast-food marketer McDonald's Corp. has already fought off one lawsuit trying to hold it responsible for obesity problems in children. Many of Kraft's alterations to products and marketing are expected to begin next year, but the debate is clearly raging now as a study released July 2 from the U.S. Chamber of Commerce shows. The study outlined why fast-food restaurants and others are not to blame for obesity, finding that the reasoning for more than half of American adults being overweight is more sedentary lifestyles, increased snacking and the consumption of roughly 200 calories more each day than in the 1970s. AdAge.com QwikFIND aao82m
Dansk launches first effort in decade
Dinnerware and glassware maker Dansk breaks a print campaign this month-its first advertising in a decade-created by independent agency Eisner Communications, Baltimore. Aimed at young adults and families building their households, the ads mimic items found in popular Zagat restaurant guides. The tagline: "Dansk. Make it easy." Spending on the campaign was not disclosed. Eisner, which also handles Lenox tableware, owned, like Dansk, by Brown-Forman Corp., won Dansk after an agency review held in early 2003.
KFC spots to star Annika Sorenstam
Fast-food chain KFC tees up a pair of TV spots today featuring golf star Annika Sorenstam to promote its chicken wings. The ads stick with the Yum Brands chain's recent campaign that featured the newly minted stars from recent reality TV dating shows having to make a decision about chicken wings. The commercial with Ms. Sorenstam plays off her recent dilemma about playing in a tournament on the men's Professional Golf Association Tour. The ad plugs KFC's BBQ Boneless Wings and Honey BBQ Wings. Omnicom Group's BBDO, New York, created the ad. The agency referred calls to KFC. KFC last month said it ended its two-year endorsement deal with the actor Jason Alexander, yet Mr. Alexander appears in one of the two spots. AdAge.com QwikFIND aao82L
`Inc.' founder Goldhirsh dies
Bernard A. Goldhirsh, Inc. Magazine mogul, died June 30 at a Boston hospital of brain-tumor complications. He was 63. Mr. Goldhirsh, founder, chairman and CEO of Inc., built a magazine empire out of personal experience. After starting Sail in 1970, he found he wanted a source to advise him on how to run his small business. He started Inc. in 1979, and later launched High Technology in 1981. In 1986, Mr. Goldhirsh bought Dun's Review, known as America's oldest continuously published business magazine, and renamed it Business Month. In 1995, the Magazine Publishers of America awarded him its lifetime achievement honor, the Henry Johnson Fisher Award. Mr. Goldhirsh is survived by two children, Benjamin and Elizabeth.
E-Trade in review, parts with Goodby
E-Trade Group, poised to reinforce its image as an online bank and not just a stock-trading site, has begun a search for an agency for the creative portion of its estimated $35 million account by hiring review consultant Select Resources International. Omnicom's Goodby, Silverstein & Partners, San Francisco, which won the E-Trade account in March 1999 following a creative shootout, will not participate in the review, executives familiar with the situation said. Goodby hasn't produced work for about a year. During its tenure, the agency created three E-Trade Super Bowl spots, including one in 2000 during the dot-com boom that featured a lip-syncing chimpanzee and ended with the tagline: "Well, we just wasted 2 million bucks. What are you doing with your money?" AdAge.com QwikFIND aao82e
Independent shop Wieden & Kennedy, New York, this fall launches an estimated $10 million campaign for a new series of games, from Sega Corp's Visual Concepts Entertainment, ESPN Videogames, formerly called "2K" sports games, a company spokeswoman said. The account was formerly at Leagas Delaney, San Francisco. Initiative Media retains media planning and buying. Wieden clients include ESPN...Ron Greene, president-CEO of Havas' Euro RSCG Devon Direct, has decided to leave the Berwyn, Pa.-based agency he founded 20 years ago and sold to Euro RSCG in 1999.