Bonin Bough, Kraft Food's VP of global media, loved Stephen Colbert's mocking of his company's Wheat Thins, which is a sponsor for The Colbert Report, reports AdAge.
Bonin said the company couldn't ask for a better social engagement, according to the report.
After Colbert mocked the food product for a good seven minutes on air, the report stated that whether Kraft was happy, but Bonin said it raised awareness for Wheat Thins.
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