Kraft steps up growth with new ad campaign

10/1/2007 | NYTimes.com

Kraft Foods is ramping up its marketing efforts with a $300 million to $400 million budget increase to boost sluggish product sales. For Kraft Singles, independent shop Nitro was tapped to develop a nontraditional push that presents the cheese brand's emotional appeal rather than typical dietary information. Aside from print and TV spots, the "Have a happy sandwich" campaign will center on a MySpace channel where consumers can send in video clips about Kraft Singles for a chance to win $50,000.

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