Kraft Says It's Time to Party

Kraft mixes several brands into its summer sweeps

Kraft Foods this month breaks an Instant Summer Parties promotion touting a wide range of brands.

The campaign breaks May 15 with a sweepstakes, in-store displays and radio advertising. The "Summer Time. Party Time. Any Time" online sweeps will award its grand-prize winner a "party-ready" vacation home to use for four weeks each year for life. Promotions.com executes the sweeps.

Displays carry picnic foods—from Kraft Cooking! Pasta Salad mix and mayonnaise to Crystal Light mix and Jet-Puffed marshmallows—and offer recipes. Shoppers can get a 24-page Instant Party Planner booklet free with the purchase of two participating brands. 141 Worldwide, Chicago, handles P-O-P, the party planner and print ads; the J. Brown Agency, Stamford, CT, handles radio for Northfield, IL-based Kraft. The campaign runs through Sept. 10.

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