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Kraft Launches Marketing Campaign For Jell-O Dessert Brand

August 12, 2013: 12:00 AM EST
Kraft Foods Group launched the “Fun Things Up” marketing campaign for its Jell-O brand of dessert products. Created by CP&B, the campaign includes a TV ad featuring a dad and his son who is going through adult issues, such as losing his hair. Part of Kraft’s efforts to revitalize classic brands, the campaign aims to revive weakening sales, with sales of gelatin dessert mix dropping by 0.45 percent to $154 million in the year ending July 14, 2013. Sales of refrigerated pudding, mousse, and gelatin fell 19 percent to $337 million, according to IRI. Kraft needs to overcome the effects of changing eating habits, which include the proportion of dinners that include dessert falling to 13.8 percent, its lowest level in 25 years.
E.J. Schultz, "Kraft Launches Comeback Plan for Jell-O", Advertising Age, August 12, 2013, © Crain Communications
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