Kraft kicks off expected corporate effort on Emmys

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Kraft Foods will break its long-awaited $50 million corporate campaign from J. Walter Thompson USA, Chicago, on NBC's Sept. 13 broadcast of the Emmy awards. The campaign uses documentary-style footage to explain how Kraft fits into consumers' everyday lives. The theme will be included in all Kraft communications, from in-store to direct mail and co-marketing (AA, June 15).

Copyright September 1998, Crain Communications Inc.

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