Kraft pushes back against dessert decline with Jell-O campaign

08/12/2013 | Advertising Age (tiered subscription model)

Kraft is launching a campaign to remind consumers of Jell-O's "core purpose" of "food for fun," said Dan O' Leary, Kraft's senior director of marketing for desserts. There campaign will use the tagline "fun things up," in TV, print and digital ads. "What Jell-O has that a lot of brands don't have is that fun angle. In the ads, we're really trying to play off the imaginative quality of the brand," O'Leary said.

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