Kraft Foods is expanding the “I want the blues!” contest it ran for blue box macaroni & cheese last year. The fourth-quarter promo boosted Kraft’s market share by 2.5 points and drew entries from 10,000 kids vying to get their pictures on the box.
Impact Marketing Group, Chicago, handled the campaign last year but handed over execution for 1998 to Frankel & Co., Chicago, when Kraft consolidated its agency assignments and cut Impact from its roster.
Kraft will host Blues events at 100 stores in 14 markets, up from six last year. Kids write a slogan, rhyme, or story about getting the blue-box blues. Winners in three age groups travel to New York for a photo shoot and appear on 1.5 million boxes next summer.
Details appear on 15 million boxes this fall. TV, radio and print ads support.
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