Today, Stuart Elliott of The New York Times details the launch of a new campaign by Kraft, under the punny umbrella "Kraft Your Summer." The campaign, created by the McGarry Bowen agency in New York, emphasizes the use of Kraft products in creative meal concotions, as people use the food giant's products to "Kraft" their meals (get it?). The ads will appear in pretty much any medium you can think of, including ads on supermarket floors and on produce stickers.The TV ads, which can be seen at the Times web site, include ones where Michelle Kwan and Savion Glover putting together salad and Ritz sandwich creations, respectively, using Kraft products. The vibe in the ads is understated and more sophisticated than we're used to from Kraft. At least the creations look tasty (and healthy); I'm sure they'll be available at the kraftfoods.com web site pretty soon.
