Kraft Leverages Category and Consumer Insights to Revitalize Its Declining Athenos Brand

Wed, 16 Nov 2011 00:00:00 -0500
Event Recaps

Jill Baskin, senior director, marketing communications, Kraft Foods, and Sarah Thompson, president, Droga5, discussed how they created an emotional connection between their target consumer and the hummus category through their “Approved by Yiayia” campaign.