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Preview: Comments on: Behind Kraft's Marketing Makeover: From New Ad Agencies to New Attitude

Comments on: Behind Kraft's Marketing Makeover: From New Ad Agencies to New Attitude

CHICAGO ( -- Quick: Name one highly creative advertiser. Bet your first choice wasn't Kraft. The food giant is making strides toward updating the look and tone of its advertising while keeping it as accessible as possible for consumers.


By: kkreimer

Tue, 09 Feb 2010 16:34 EST

1. I look at it and think Tropicana. 2. "Natural" is meaningless. Who believes this? 3. KRAFT the brand logo is underwhelming. Beyond that - the packaging look is younger, fresher and more today. I like that. I look forward to this catching my eye as I shop the refrigerated cases at my grocer's.


Mon, 08 Feb 2010 17:45 EST

The new Kraft Natural Cheese packaging by Spring Design Partners works hard on shelf to communicate a fresher, more natural cheese experience.

By: miggon

Mon, 08 Feb 2010 16:42 EST

Silly comments, my fellow commenters. This is about advertising for consumer packaged goods food products that a hypermajority of American consumers purchase in supermarkets and mass market retailers. Shades and degrees of progress reverberate wildly in those channels. Persuasion and selling propositions that budge the needle in tiny increments can lead to sea changes at shelf. Kraft is evolving by taking steps to address the consumers' real-life, real-world experience and make their brands relevant in the most advantageous context(s). All I can say is "It's about time." And keep going - full speed ahead.


Mon, 08 Feb 2010 09:29 EST

Are things really any different? The ads I've seen are just more of the phony nonsense that Kraft has always produced. A construction worker--who by the way is so over art directed he looks nothing like a construction worker--is happy Monday is here so he can enjoy some Oscar Meyer lunch meat. That's realistic. Let's face it, the only way he'd be that happy is if his lunch meat were served to him by a couple of strippers. Kraft ads are still filled with bad headlines, awful photography and type faces that belong on invitations for 4th grade birthday parties. McGarry Bowen is just another version of JWT--an agency that will take the client's orders verbatim and cash the client's check without thinking twice. To anyone with their eyes open, this is clearly a case of the more things change, the more they stay the same.


Mon, 08 Feb 2010 09:12 EST



Mon, 08 Feb 2010 01:37 EST

Ms. Anderson and Ms Adams (both former agency leaders in planning and strategic account thought) are the pros of the year, maybe decade: both brilliant, Luckily for McGarry Bowen, they hired the very best person, Mr Scott, to simply take their direction.