With 'American Idol' splash, Kraft launches biggest mayo marketing push in years

Kraft Foods

isn't holding back when it comes to its new line of mayonnaise. The food giant kicked off a multi-million dollar marketing campaign for its Sandwich Shop Mayo brand during one of the most expensive commercial spots on TV: last night's finale of American Idol.

While the new products, which include four flavors of mayonnaise ranging from reduced fat chipotle to garlic & herb, have been in some stores since April, Wednesday's finale of American Idol may have been the first time many consumers had heard of the new spreads. Kraft says the campaign will cost several million dollars and represents its biggest push for mayo products in several years.