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.