KRAFT WANTS TO FIND OUT WHY YOU LOVE KD
By Adnews Staff
Toronto-based Kraft Canada Inc. is looking for new faces for its boxes of Kraft Dinner. The packaged food company launched a contest this week where it will travel to various locations across the country to videotape consumers about their love of Kraft Dinner. Participants can also videotape themselves and mail their videotape into Kraft. KD Cruisers will travel to such places as special events, malls and grocery stores. The KD Cruiser is a 1998 Volkswagen Beetle painted as Kraft Dinner. The grand prize winners will have their photographs printed on three million boxes of Kraft Dinner. In addition, they will receive $10,000 and a one year's supply of Kraft Dinner. The runners-up will win a year's supply of the macaroni and cheese. Entries will be judged in three categories: age 12 and under, 13 to 25-years-old and adults over 26. The contest is being promoted using TV ads created by J. Walter Thompson of Toronto. Public service announcements are promoting the locations where the KD Cruiser will be stationed for the day. Hill & Knowlton of Toronto is handling PR.