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Kraft begins Classico Riserva restaurant promotion

Kraft Canada has begun a promotion for its new line of Classico Riserva pasta sauces in Toronto. From June 16 to June 28, the company will convert a residential house at Mount Pleasant Rd. and St Clair Ave. E. into an Italian restaurant called called Devan's Cucina. The venue will be used to host a series of private dinner parties in association with restaurant website The proceeds will be donated to Food Banks Canada. Dinner parties will also take place in Vancouver and Montreal. The promotion will be supported with online and out-of-home marketing using the tagline, "Bring the Restaurant Home." A campaign website has been launched at  <>. The initiative was developed by Taxi.

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