To satisfy the palates and daily calorie guidelines of today’s consumer, Kraft Foods and Oscar Mayer developed a selection of 30 recipes for delicious sandwiches each under 400 calories, featuring Kraft Singles, Oscar Mayer Deli Style Shaved Meats, and Kraft Miracle Whip Dressing and Kraft Mayonnaise.
Press materials included a release, fact sheet on the history of the sandwich (who knew that it was back in the 1st century B.C. that the first-of-its-kind convenient fare was prepared by Rabbi Hillel, when pressing nuts, apples, spices and wine between two matzohs to enjoy with bitter herbs during the annual Passover celebration?), a website link featuring sandwich ideas under 400 calories, and “A Healthful Year of Sandwiches” 15-month calendar, including a new recipe each month. Materials were sent to newspaper and magazine editors with coverage nationally and regionally, including a 18 percent bump in sales across all four brands.