ABSTRACT
Lynne Cribari is Manager of Corporate Participation for the United States Olympic Committee, and works in the United States Olympic Committee (USOC) Headquarters in Colorado Springs, Colorado. She received a political science degree from the Colorado College and, following a brief career in media relations and local television, joined the USOC as assistant director of broadcasting. The campaign involves more than just the use of the Olympic rings. In the case of Kraft, the USOC helped produce a number of Olympic training table recipes using Kraft products, a cookbook that consumers could receive by mail, and a number of in-store appearances by Olympic athletes. The public impression was that their products weren’t in sync with a health-conscious diet, so they began using the phrase, “Kraft sets the US Olympic training table.”.
