Packaged food marketers including Kraft, Kellogg and Mondelez International are cutting operational costs amid weak consumer spending, but executives say some of those savings will be put toward marketing and advertising. Kellogg's Project K, for example, is designed to find annual savings of $475 million, some of which will be used to develop a "masterbrand" marketing push. The potential for savings by shifting to digital advertising makes it an appealing choice, executives say.
Food companies turn to digital ads as they cut costs
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