Kraft Foods is sponsoring a special edition of People Magazine mailed to 450,000 households Thanksgiving week.
The People Extra Hollywood Family Album edition features stories on celebrities and ads from 30 Kraft brands, including Oscar Mayer, Ritz, Jell-O, Post Cereals and Balance Bar. The mailing targets People subscribers and heavy users of products from Kraft.
Northfield, IL-based Kraft handled the project with an assist from media-buying agency MediaVest, Chicago.
The sponsorship is a first for Kraft. People‘s last single-sponsor issue was a 2000 edition Hollywood Hosts with the Most, sponsored by Target Stores. The efforts are not custom publishing, People spokesperson Evan Schapiro said. “We only do ‘extra’ issues when our editors see an opportunity to meet our readers’ needs.”
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