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Kraft Foods will evolve its corporate positioning campaign starting next month with an estimated $8 million to $10 million push that shifts the spotlight to its Web site.

The goal: To more tangibly demonstrate the role Kraft plays in helping families connect over food.

While the message is similar to Kraft's $50 million "equity" push that featured Celtic melodies and scenes of families together over food, the new effort, also from J. Walter Thompson USA, Chicago, refines that positioning.

The campaign "continues to show food as a universal connector, but takes it to a different level, actually demonstrating how [we help them connect], instead of just talking about it," said Kathy Riordan, director of media planning and new technologies at Kraft.


The effort promotes as another leading brand in the company's arsenal, rather than simply a place to find information on Kraft's food products. It also aims to drive consumers, especially its core target of mothers, to the site for "Real help in real time," the campaign's tagline.

Under that theme, TV and radio spots breaking the week of Nov. 8 depict how offers personalized solutions to consumers' meal dilemmas, especially in light of today's demand for convenience and simplification. E-mailed recipes, online chats with celebrity moms and recipes tailored to what moms might have on hand are all examples of the benefits offers.

Details about the creative were not available, but Ms. Riordan said the campaign uses "innovative, humorous and clever ways to show people that everyone faces the same dilemma; it's contemporary in a more dot-com kind of way."

She said the campaign, which will likely be expanded to include magazine buys next year, won't feature individual products.

While Kraft, with $17.3 billion in North American sales, has pushed the meal solution ideas on its Web site via online ads and partnerships with other marketers, the dedication of traditional media against the site is an attempt to define as a meal-planning tool and Kraft overall as a company that understands today's consumer needs.


Though Net usage is not yet universal, with penetration in only about 35% of households, according to Ms. Riordan, "the Web site is evidence that Kraft keeps up with the times and understands consumers," she said.

Kraft found in syndicated research that 80 million to 100 million people, 49% of whom are female, use the Internet in America, spending on average 2 hours and visiting seven sites within a week.

"On the Internet, consumers are very task-oriented, [saying] 'Here's what I want, here's where I go to get it,' " Ms. Riordan said. "Once we get people to our Web site, they make it part of their daily behavior and that's real

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