Why Kraft’s Singles Push Has A Red-State Kind Of Feel

Kraft Foods is taking a page from the GOP playbook with a campaign for its
Singles cheese slices celebrating small-town America.

Kraft is launching the contestwhich asks consumers to submit a photo and a
short description of what they consider to be the single best thing in their
hometownswith a series of TV spots running on the Disney-owned ABC daytime soap
channel. Ads, which begin this week, show the three members of the country music
group Love and TheftBrian Bandas, Stephen Barker Liles and Eric
Gundersonplayfully bantering about whose hometown is best. The ads prompt
consumers to submit entries by asking, Is it your county fair? Or your annual
parade? Maybe your local moment. What is it about your town?

Kraft, which has put more advertising weight behind iconic food brands like
Philadelphia Cream Cheese and Oreo cookies during the recession, said the effort
is an attempt to stem frequent brand switching among heavy users of the
category. Dollar sales of processed cheese slices, a $1.3 billion category, fell
9 percent in the 52 weeks ended Dec. 27, per Chicago-based market research firm
IRI. (The data does not include Walmart sales.)

Photo Credit: Aaron Myers-Walls

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