Kraft Cream Cheese spread is launching a one-of-a-kind promotional campaign to help children develop to their full potential

The campaign is based on the findings of a GCC study, which highlights mothers' desire to support their children's development. The campaign will include a new TV commercial and an in-store promotion that will take place across the GCC starting May 2007.

The TV campaign will focus on the strong emotional bond between mother and child while the promotion will support the development of the child's mental ability in a fun interactive way. Kraft will give away a free 24-page activity book in special promotional packs. The activity book includes a great array of fun games - puzzles, stickers, mazes and picture coloring to help develop the child's cognitive skills such as memory, perception and problem-solving. It is ideal for children aged 6-12 years. It also includes an award certificate that the mother can present to her child as a "Well Done" when the child has completed the booklet.

Cheese Category Marketing Manager for Kraft Foods, Paul O'Neill, said, "This is an exciting time for Kraft jar cheese. As the market leader in the category we want to ensure we take the lead on issues that are important to consumers and reflect the essence of the brand. The campaign will be brought to life in store through activity centers where activities in the book will be replicated on display stands. Once the children complete the activities, mothers will be able to present them with their very own certificate of achievement. The mother will also be honored with a certificate for supporting her children's development."

Kraft was the first jar cheese brand available in the region, consumers have grown up with the brand and it enjoys a special place in consumer's hearts. Mothers today trust the brand and the new positioning will build on their desire to develop a strong bond with her children by playing a key role in supporting their development.

Kraft jar cheese is available in 2 variants, Original and White. Kraft Original contains more calcium than any other jar cheese while Kraft White is made with the goodness of 3 glasses of milk. The promotional packs including the Kraft activity book will be available in store during May & June.