Kraft is raising the bar on creative

02/8/2010 | Advertising Age (tiered subscription model)

Kraft has set a mission of updating its marketing while remaining accessible to consumers. The approach is "holistic" and includes revamped packaging, an iPhone recipe application, an updated Web site and bolder advertising, such as one for Miracle Whip that proclaims, "We are Miracle Whip and we will not tone it down."

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