KRAFT TO TURN MACARONI & CHEESE LOVERS INTO TV STARS
By Adnews Staff
Toronto-based Kraft Canada wants Canadians to know that they gobble up more Kraft Dinner Macaroni & Cheese per captia than any other nation on earth. The company will a launch a campaign next week to encourage consumers to share their innermost, cheesiest thoughts with the company during its I Love KD Tour and contest. A giant, bright blue and orange four-by-four truck will travel across Canada to capture statements on video of how and why Canadian of all ages love Kraft Dinner. The grand prize winner will receive $10,000 and a role in a Kraft Dinner TV commercials set to air in 1998. Twenty-five runners up will receive a year's supply of Kraft Dinner. Canadians of any age can try out. The tour and contest will be promoted using radio and TV advertising created by J. Walter Thompson of Toronto. PR is being done by Strategic Objectives of Toronto.