KRAFT LAUNCHES CHEESY NEW ADS
By Adnews Staff
Kraft Canada Inc. of Toronto launched a print campaign this month for its new line of cheese slices specially configured for the construction of grilled cheese sandwiches. The new slices are twice as thick as standard-issue squares and come in two flavours: Sharp Cheddar and Mild Three Cheese. "This is a new beginning for the Kraft Singles brand," says Bill Morhri, senior product manager for singles and Cheez Whiz brands. "In the past, the majority of Canadian grilled cheese lovers used two regular cheese slices when preparing their sandwiches. With our extra-thick slice, one of a long line of innovations, consumers can now have the cheesiest sandwich possible." The print campaign, which launched in magazines nationally this month, uses the image of a giant grilled cheese sandwich rising from a frying pan above the tagline "Not Actual Size. Actual Taste." The ads were created by Toronto-based J. Walter Thompson. They will be supported by in-store sampling.