Here are some numbers I found. Unfortunately it wasn't til after 5pm so I 
haven't been able to get names yet.

Kraft General Foods
Headquarters
voice line 1-708-646-6000

fax line 1-800-KRAFTVM(572-3886) ext. 6-8000

I for one will be sending a fax this weekend. I urge others to do the 
same so that on Moday morning they find a lot of faxes from people who 
don't agree with their policy.
ED


From NY Times 2/23/94 (edited), without permission:

----

Kraft General Foods is asking that none of its commercials appear during an 
episode of the ABC sitcome "Roseanne", scheduled to be broadcast next 
Tuesday night.  The episode, already the subject of considerable publicity, 
centers on a kiss the eponymous star, Roseanne Arnold, receives from the 
actress Mariel Hemingway, who portrays a lesbian.

"No KGF commercials can run in the episode", read an internal memo sent 
inadvertently yesterday to reporters by a Kraft General Foods agency, Grey 
Advertising Inc, in New York.  The reason, according to the memo, was 
because it "deals with homosexuality."

The memo also urged that spots not appear during a repeat episode of 
"Roseanne" last night, dealing with masturbation, and a repeat episode of 
"Law and Order" tonight on NBC, dealing with racism.

"It's a very routine procedure", Patrick Farrell, a Kraft General Foods 
spokesman in Northfield, Ill., said.

The memo's contents became known because Grey, which handles spot, or local, 
television buying for Kraft General Foods, mistakenly faxed it to reporters 
rather than to its intended recipients, local television stations and 
advertising representative sales firms across the country.

"Roseanne" has already suffered its share of advertiser walkouts.  Steve 
Battaglio, a spokesman for ABC in New York, said it "is too early to 
determine the advertising situation" for the lesbian kiss episode.  But 
"whenever we've had advertiser concern lead to a pullout", he added, "we've 
always found an advertiser available to step in and buy at a good price."