Monday, August 12, 2013

Kraft Launches Comeback Plan for Jell-O

Kraft Launches Comeback Plan for Jell-O

For Kraft Foods Group, J-E-L-L-O has spelled disappointment of late. The brand — once known for fun advertising starring the likes of Jack Benny and Bill Cosby — has struggled to find its identity in recent years, while marketing reductions have been met with sales declines.

Kraft hopes to reverse the slide starting Monday with a new campaign the marketer says will return the brand’s focus to families and fun, ending the recent adult-targeted approach.

The goal is to reestablish Jell-O’s “core purpose” of “food for fun,” said Dan O’Leary, Kraft’s senior director of marketing for desserts. Marketing spending on Jell-O will double as part of the new effort, which includes TV, print and digital, he said.

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