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Kraft launches Mellow Bird's social media campaign

08 Feb
Kraft has developed the first social media marketing campaign for its Mellow Bird's coffee brand.

The company is to promote the drink on Facebook as part of an extension of advertising that began last year, Marketing magazine reports.

It is based around its 'Born to be mild' strapline and the food producer is targeting a younger audience with the move.

Those seeking marketing jobs may be interested to note that digital advertising agency Work Club has helped create games to promote Mellow Bird's, which are being illustrated by Mark Ward, who has previously designed t-shirts for Nike.

An online scoreboard is being created to enable players to share their high scores, while the games will also include widgets so that they can be shared across Twitter and private blogs.

As well as Kraft, Work Club - which is based in London - also counts Alfa Romeo, Nokia, Coca-Cola, 118118.com and Pizza Express as its clients. ADNFCR-2176-ID-19601806-ADNFCR
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