Kraft Turns to BRANDed Tray for NCAA Tourney Activation

Kraft Foods’ Wheat Thins brand has teamed up with sponsored in-venue food and beverage tray producers, BRANDedTRAY, to provide fans with a "brand experience" at the concessions stand. Last week, Kraft, the NCAA and CBS announced that Kraft Foods had secured the NCAA's exclusive rights to the official cookies/crackers/nuts categories in all 88 of the men's and women's collegiate championships

BRANDedTRAY’s will be featured in 18 NCAA March Madness Men’s and Women’s basketball venues with a combined attendance estimated at 1.7 million.

“We’ve run sample campaigns before,…” says Kraft Foods Brand Marketing Director, Michael Tilley, “…but with BRANDed TRAY’s help, we’re thrilled with this opportunity to delight people with Wheat Thins in a new and unexpected place. And, it reinforces our effort to showcase Wheat Thins as a delicious snack with toasted whole grain crunch.”