Kraft Branded Entertainment: Momlife and The Real Women of Philadelphia
The Project: Kraft was an early adopter of digital branded content and entertainment. Between 2008-2011 the brand worked extensively with Digitas and the content division The Third Act to develop a series of content programmes across multiple brands.
The Content: Two programmes that deserve to be highlighted during this time were “Jen and Barb’s Momlife” series and “The Real Women of Philadelphia” starring celebrity chef Paula Dean. The Webbie award winning Momlife was one of the first digital branded mom shows, highlighting helpful tips and advice across parenting, relationships, educations and of course food and wellbeing. Real Women of Philadelphia was equal parts celebrity driven branded entertainment and a social recipe community, driving sale of cream cheese up 9% within the first year’s launch.