CRACKER BARREL CHEESE "CHEDDAR, PERFECTED" MARKETING CAMPAIGN LAUNCHES NATIONALLY

Award-Winning Cheddar Cheese Brand Advertises Nationally for First Time in a Decade

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Oct 18, 2012, 08:00 ET

GLENVIEW, Ill., Oct. 18, 2012 /PRNewswire/ -- Kraft Foods Group, Inc. today announced that it will roll out a new integrated marketing campaign this month for CRACKER BARREL cheese, marking the first time in more than a decade that the brand will advertise nationally.

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The new campaign comes on the heels of a recent bevy of awards and distinctions earned by CRACKER BARREL cheddar cheese varieties in top cheese competitions around the world. Most notably, CRACKER BARREL Aged Reserve cheddar cheese recently won a Gold Medal at the 2012 World Championship Cheese Contest[1] in the Sharp Cheddar category.

The CRACKER BARREL integrated campaign includes television, print, digital, partnerships and in-store elements that highlight the award-winning nature of CRACKER BARREL cheese. Developed by Droga5 New York, the advertising work sheds light on the unique, passionate, yet little-known world of professional Cheese Judging. The television spots unveil the meticulous methods and idiosyncrasies of this distinctive group of experts.

"As the makers of CRACKER BARREL cheese, we have tirelessly pursued the perfection of cheddar for nearly 60 years," said Gwen Gray, Senior Director, Dairy Snacking, Kraft Foods Group. "The CRACKER BARREL brand is synonymous with rich, full flavor and we are thrilled to now be gaining global recognition for our achievements. As a brand that is uncompromising in our pursuit of excellence, we celebrate all others who share that passion. Our new advertising campaign pays homage to the experts – the Cheese Judges – who seek cheese perfection every day. We're extremely proud that these connoisseurs have deemed CRACKER BARREL cheese 'Cheddar, Perfected,' and are excited to have a national advertising presence."

CRACKER BARREL cheese is available in a wide variety of flavors—including award-winning Aged Reserve, Extra Sharp Cheddar and 2% Reduced Extra Sharp Cheddar—and serving options such as blocks, bars, slices and cracker cuts. CRACKER BARREL cheese is conveniently located at grocery and superstores in the dairy case, for a suggested retail price of $3.99 per 8 oz. package.

For more information about CRACKER BARREL cheese products, visit www.facebook.com/CrackerBarrelCheese.

ABOUT CRACKER BARREL

Since 1954, CRACKER BARREL has offered a variety of cheddar cheeses in blocks, bars, slices and cracker cuts. Known for its rich, full flavor, CRACKER BARREL has won national and international awards for its Aged Reserve, Extra Sharp Cheddar and 2% Reduced Extra Sharp Cheddar styles. For more information about CRACKER BARREL visit www.facebook.com/CrackerBarrelCheese.

ABOUT KRAFT FOODS GROUP

Kraft Foods Group, Inc. (NASDAQ: KRFT) is North America's fourth largest consumer packaged food and beverage company, with revenues of approximately $19 billion in 2011. Launched as a public and independent company on Oct. 1, 2012, the new Kraft has the spirit of a startup and the soul of a powerhouse. The company has an unrivaled portfolio of products in the beverages, cheese, convenient meals and grocery categories. Its iconic brands include Kraft, Maxwell House, Oscar Mayer, Planters and JELL-O. Kraft's 25,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft Foods Group is a member of the Standard & Poor's 500 index. For more information, visit www.kraft.com and www.facebook.com/kraft.