KRAFT KITCHENS OFFERING NEW DINNER IDEAS
By Adnews Staff
Kraft Kitchens has developed the concept for a program that introduces a new approach to cooking. The "Cooking Undone" program is designed to simplify dinner preparation for Canadians across the country by turning traditional recipes "upside down", removing complicated methods, steps, ingredients and time. According to Kraft, the program was developed with consumers in mind. Selected Kraft products, such as Miracle Whip, Minute Rice and Shredded Cheese, will begin featuring the Cooking Undone program ideas on the back packaging of the products. Additional packaging and new food ideas are expected to be rolled out this summer in time for barbecue season and a third rollout is scheduled to hit stores in the fall. The Cooking Undone program is focusing on everyday dinner ideas. The launch of the new program is being supported by a marketing campaign that includes a weekly segment on CITY-TV's CityLine, sponsored by Kraft, print advertising, Web site activities at <http://www.kraftcanada.com>, a direct mail push, in-store point-of-purchase materials and new packaging. The new packaging was designed by Thomas Pigeon of Oakville, Ontario and the marketing campaign by Mosaic Group of Toronto. PR for Cooking Undone is being handled by Harbinger Communications of Toronto.