No matter the size of your company, marketing matters – just ask Kraft Foods, which recently announced plans to update its packaging and advertising through dynamic content.
Advertising Age reports that the senior vice president of marketing for the company, Dana Anderson, said Kraft would be taking a more “holistic” approach to its marketing initiatives, including launching a mobile app and revising its Food & Family magazine.
Additionally, Kraft’s packaging has also received a facelift. For example, Kraft Natural Cheese has increased the visibility of the word “natural” on its packaging, and there are efforts to create a story behind every product, the source notes.
However, spectators shouldn’t expect to see the company, which has prided itself on being family-friendly, change too much.
“They wrote the book on old-school,” an anonymous ad executive told Ad Age. “They believe in integrity and family values. It sounds old-fashioned, but that’s the company, and it’s something to be proud of. Most people in this country still aspire to that.”
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