KRAFT CANADA BEGINS FALL INITIATIVES
By Adnews Staff
Kraft Canada has begun a 52-week program with The Alliance Atlantis Broadcast Group that will include four hour-long television specials on Food Network Canada, an on-air presence on Food Network Canada, HGTV Canada and Life Network and an online presence on each channel's Web site. The first television special, called "Food in the Fast Lane," will air on Sunday. It is being promoted with on-air exposure, online materials at <http://www.foodtv.ca> and in other Kraft marketing efforts. The second special will air in December. The remaining two will air in 2003. During the initiative Kraft will also provide content for the Food Network, HGTV and Life Network Web sites. The company will also break a series of consumer promotions on the networks, the first of which will begin on Monday. Separately, the first of four new cookbooks published by Random House for Kraft was recently released. Called "Dinner on Hand," the book contains simple meal ideas that use common ingredients. It is being promoted at <http://www.kraftcanada.com>, in Kraft's What's Cooking magazine and on some Kraft packaging.