Critics of the commercialization of popular culture often say that silly names of sponsored college bowl games are from hunger. One marketer, however, is devoting its first sponsored bowl game to fighting hunger. On Sunday, Kraft Foods will begin a campaign to promote its sponsorship of what used to be known as the Emerald Bowl, now being renamed the Kraft Fight Hunger Bowl. Kraft plans for the game to serve as the climax of what it is calling its largest integrated campaign ever.
