In an interesting cross-promotion, Kraft is featuring three TV judges from "HGTV Design Star" to promote their new flavored mayonnaise--part of the Kraft Sandwich Shop brand.
judges Genevieve Gorder, Candice Olson and Vern Yip are the "Tastemakers" in TV and print campaign which no doubt tries to capitalize on the common demographic between HGTV and Kraft's demo of Women 35-64 are the target audience who are--in Kraft's words, “looking for new ideas” and constantly open to change.
Source: AdWeek
