Kraft Foods Debuts 'Inspired' Multi-Brand Campaign for Summer; New KRAFT your summer Commercials to Feature Figure Skating Champion Michelle Kwan and Dancer Savion Glover

To capitalize on the prime summer selling season andencourage consumers to rely on KRAFT branded products to sparkmealtime inspiration, Kraft Foods is announcing a creative andcontemporary marketing campaign. Three trusted summertime brands --KRAFT Mayonnaise, KRAFT Salad Dressings and KRAFT Barbecue Sauce --are teaming to present a fully integrated KRAFT your summer initiativeutilizing broadcast, print, in-store, online and direct mail elements.The goal of the new KRAFT your summer campaign is to show consumersjust how easy it is to "Kraft" everyday meals into extraordinary ones.

For assistance, Kraft is turning to two inspiring celebritieswell-known for their creativity and artistry -- Michelle Kwan, themost decorated figure skater in U.S. history, and Savion Glover, aTony award winning dancer and choreographer -- to star in two of thecampaign's three commercials.

"This campaign enables us to showcase multiple KRAFT products witha contemporary, creative approach," said Peter Nowlan, Vice President,Marketing, Kraft Foods. "We want to encourage our consumers to expresstheir ingenuity in the kitchen by giving them inspirational food ideasto develop their own creations. Michelle and Savion are known fortheir creativity and are ideal partners to motivate consumers tocreate simple, yet personalized, meals."

Kwan, a nine-time U.S. National Champion, five-time World Championand two-time Olympic medalist, is an inspired choice to grace acommercial where she taps into her creative side to invent a uniqueand tasty salad.

"I love salads, so I am thrilled to work with Kraft to encourageothers to use their imagination and creativity in the kitchen," saidMichelle Kwan. "Like so many others, I don't always have time tocreate elaborate meals. So I just open my refrigerator, grab a fewitems, and just like that, I've created my own, personalized salad."

Bringing the Campaign to Life

Kicking off in May, the KRAFT your summer campaign will expandacross multiple media vehicles throughout the United States andCanada. The direction and creative was developed by mcgarrybowen.Other agencies involved in the effort include the Starcom MediaVestGroup and 141worldwide.

"KRAFT your summer really taps into what matters most to consumers-- time spent with family and friends," said Nowlan. "The campaignencourages consumers to experiment with everyday ingredients to createunexpected and impressive meals that will delight the entire family.It also challenges consumers to become inventors in their kitchens andbend the rules. A handful of fresh blueberries in a salad -- why not?"

The campaign is anchored by three commercials that will runnationally and regionally. The first commercial debuted May 15 andfeatures a mother of twins who quickly pulls together a delectablesalad with KRAFT Balsamic Vinaigrette Dressing while balancing onebaby on her hip. Demonstrating that creativity can take any form, thechild drops a monkey-shaped animal cracker into the salad to providethe perfect -- and unexpected -- twist.

Savion Glover will be featured in the second commercial beginningMay 29. Glover whips up mini-sandwiches using KRAFT Mayonnaise andRITZ crackers.

Rounding out the trio is Kwan's spot, which debuts June 12. KRAFTZesty Italian Dressing inspires Kwan, as she "skates" through thekitchen making a one-of-a-kind summer salad using a medley ofingredients she finds in her refrigerator.

The campaign extends to print, with a series of five differentexecutions beginning to appear in June issues. The ads captureordinary people reveling in life's most precious moments, whilehighlighting how simple yet creative food can bring it all together.The print campaign is visually arresting with clean lines, warm andcompelling imagery and sparse yet impactful copy.

Kraft also is delivering the campaign to consumers in-store.Retailers will feature campaign signage, along with special offers andmeal idea cards. In select stores, unique produce stickers --literally stuck to watermelons and bags of lettuce -- will featureideas for KRAFT Salad Dressings, while floor graphics will showcaseinspiring uses for KRAFT Barbecue Sauce.

Additionally, direct mail will play an important role in reachingconsumers. Kraft's food&family magazine, which is sent directly tomore than 10 million consumers nationwide, will feature the printcampaign and a special KRAFT your summer insert with coupon. Similarcreative also will be replicated in comida y familia, the Spanishlanguage version of the publication.

Finally, the elements of the print campaign will come to lifeonline at www.kraftfoods.com, where consumers can find even more mealideas.

"We're proud to kick off summer with such a fresh and excitingcampaign," said Nowlan. "By helping families transform everydayingredients into extraordinary meals, Kraft is helping families findinspiration in the simple things in life, like mealtime and spendingquality time with friends and family."

About Kraft Foods

Kraft Foods (NYSE:KFT) is the world's second-largest food andbeverage company. For more than 100 years, we've been dedicated tohelping people around the world eat and live better. Hundreds ofmillions of times a day, in more than 150 countries, consumers reachfor their favorite Kraft brands including Kraft cheeses and dinners,Jacobs, Gevalia and Maxwell House coffees, Oscar Mayer meats, DiGiornopizzas, Oreo cookies, Ritz and Wheat Thins crackers and chips,Philadelphia cream cheese, Milka and Cote d'Or chocolates, HoneyBunches of Oats cereals, Good Seasons summer dressings and Tangrefreshment beverage. They've also started adding our Tassimo hotbeverage system, South Beach Diet line and a growing range ofbetter-for-you Sensible Solution products to their shopping baskets,continually expanding their list of Kraft favorites.