Kraft Foods has unveiled cross-platform ad partnerships with media giants AOL Time Warner and Viacom which the food and beverage titan says “represent a substantial media investment of several hundred million dollars.”

The deal continues the current fad for multi-platform ad tie-ups, such as that between Procter & Gamble and Viacom [WAMN: 31-May-01]. Kraft revealed it had opted to team with two media groups rather than one since, “given the breadth of our product portfolio, it gives us more flexibility and choices for building our brands.”

Agency of record MediaVest is already working with Kraft to develop integrated marketing programs for the client’s 70-plus brands. The food and drinks group spent almost $1 billion in measured media last year, and $540m from January to July 2001.

Some of the deal’s first fruits are a campaign for Kraft salad dressings – running on Viacom outlets from TV network CBS to Blockbuster video stores – and a health-oriented push for Boca soy-based foods, appearing on AOL TW’s CNN, Time Inc and America Online properties.

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