Kraft Crafts New Brand Identity†

Brandweek, February 17, 2009 — Kraft Foods today unveiled a new corporate logo and brand identity, a move analysts say could better position the food company against private-label goods.

Kraft, which owns brands like Velveeta and Oreo, is making the announcement at the Consumer Analyst Group of New York conference, currently taking place in Boca Raton, Fla. Bearing the slogan, "make today delicious," the new Kraft logo consists of an upward, red smile exploding into an array of seven "flavor bursts," each of which represents a different division of Kraft's business. (The triangular shape, for instance, is meant to evoke Kraft's DiGiorno pizza brand.) The logo will begin appearing on the back and side panels of Kraft-branded foods worldwide. Kraft worked with design agency Nitro on... continue reading

Kraft Latest Marketer to Cheer Up Its Logo†

Food Giant Unveils New Look for Corporate Communications, Website

Advertising Age, February 17, 2009 — Kraft Foods became the latest in a string of marketers to unveil a smiley-face corporate logo, at the Consumer Analysts Group of New York this morning.

The logo is a result of what the company calls a "co-creation process" with consumers, employees, ad agency Nitro, London and another shop, Promise, whose location couldn't immediately be identified. The accompanying tagline on the logo will be "Make today delicious."

Kraft hits on killer app. for iPhone

Crain's Chicago Business, January 19, 2009 — ne of the coolest apps on the iPhone isn't Pandora or Facebook: It's recipes and shopping lists for Kraft singles, Jell-O gelatin and Minute Rice.

Yes, enough Kraft Food devotees are actually paying to be marketed to on their beloved iPhones that the company's iFood Assistant is now one of the device's 100 most popular paid apps, and No. 2 in the lifestyle category. With its endeavor, Kraft is pulling off a rare trick: getting consumers to pay a one-time 99-cent fee for the app and also sit through ads on it. And in the process, it's collecting useful data for targeting them more closely.

Kraft's iFood Assistant is both a paid app and contains advertising.

Google, Campbell Soup, J&J Tops in CSR

Marketing Charts, November 10, 2008 — Google, Campbell Soup, and Johnson & Johnson top the list of American companies that the US public sees as most socially responsible, according to the 2008 Corporate Social Responsibility Index (CSRI), from the Boston College Center for Corporate Citizenship and Reputation Institute.