Kraft Foods, the nation’s largest packaged food company, signed a deal with cable Internet access company @Home Network to bring Kraft holiday food ideas to life through broadband advertising.
The content of the broadband campaign parallels that of the current “Holiday Flavors of Kraft” television and print campaigns. Spending was not disclosed.
“This program with @Home offers us yet another way to help families connect over food this holiday season,” said Kathy Riordan, director, media planning/new technologies at Kraft. “Not only does broadband advertising enable us to deliver messages and images that are consistent with our other advertising efforts, but it also allows us to enrich our one-on-one relationships with consumers.”
“Through the campaign’s interactive feature and the link to the Kraft Interactive Kitchen, we can offer food ideas that fit the individual needs of families this busy holiday season,” she added.
Within @Home’s specialized ad format, the b*box, viewers see high-resolution photographic images–in a photo album format–of the family featured in Kraft’s holiday television ads.
When subscribers click on the ad, they view a derivative of Kraft’s TV spot that shows the family having fun preparing and eating holiday meals together. After subscribers view the ad, they can immediately retrieve recipes featuring Kraft’s top brands. They then link directly to the “Holiday Helper” page located on the Interactive Kitchen site, where users can access time saving tips, fun activities and other holiday ideas.
Kraft Foods, based in Northfield, IL, is the multinational food business of Philip Morris Companies Inc. Based in Redwood City, CA, @Home Network distributes high-speed interactive services to residences and businesses using its own network architecture and a variety of transport options including the cable industry’s hybrid-fiber coaxial infrastructure.
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