Marina Mayer's Marketing Musings

Kraft Foods, Northfield, Ill., wants consumers to “make something amazing,” thanks to a new cheese marketing campaign that boasts Kraft Singles, Kraft grated parmesan, Kraft shredded cheese, Kraft Natural Slices and its newest product, Kraft Fresh Take, as recipe must-haves.

The estimated $50 million campaign is the largest single investment in the last decade in their cheese and dairy products, according to Kraft Foods’ executives.

The 60-second commercial features an upbeat pop song, “Bright Idea,” by Canadian band Mother Mother, and shows a variety of adults and children having fun as they cook, eat and snack with Kraft cheese. It appeared during the People’s Choice Awards Jan. 11, the Golden Globe Awards Jan. 15 and during the Jan. 25 episode of American Idol. The campaign also includes online ads, cooking video clips on www.kraftcheese.com, social media, in-store promotions and coupon inserts in newspapers.

The theme is intended to present Kraft cheeses as “a spark of inspiration,” says Tim Scott, president of the Chicago office of McGarryBowen, the creator of the commercial.

Click here to view the commercial on YouTube. http://www.youtube.com/watch?v=_3N6DnwvNjk.