Kraft sparks ‘ghost’ brands back to life

Posted by Nicole Eckersley on 15th April 2011

Kraft FoodsKraft Foods has launched a project to drive sales of its “entreprenuerial” or ‘ghost’ brands – smaller products than its “power” brands like Cadbury – but lines from which the US food giant wants to drive growth.

The company has developed “Operation Spark”, a project to “stimulate the capabilities” of brands like Athenos Greek yoghurt, Stove Top stuffing and Breakstone’s cottage cheese and sour cream, a spokesperson told just-food.

“In addition to focusing on our 20 Power Brands, we’re also investing in our entrepreneurial brands as we are committed to stimulate their capabilities,” the spokesperson said yesterday (14 April).

“So we put in place an initiative, Operation Spark, to help brands like Athenos, Breakstone’s and Stove Top develop innovative strategies. We’re trying to apply an entrepreneurial mindset and looking at innovative marketing approaches that might not always include traditional media such as TV and print.”

A campaign for the Breakstone’s brand started this week, including TV and digital media.

“This is not the first time Breakstone’s has been on television, but TV has not been executed for the base sour cream and cottage cheese products in over a decade,” the spokesperson said.

Campaigns for the Stove Top and Athenos brands started last month, with spending on Stove Top to be up 25% in 2011, the spokesperson added.

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