Kraft Foods Film YOU HAD ME AT CREME FILLING by MEREDITH INTEGRATED MARKETING

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YOU HAD ME AT CREME FILLING

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Industry Confectionery & snacks
Media Film
Market United States
Agency MEREDITH INTEGRATED MARKETING
Executive Creative Director Content Director, Peggy Katalinich
Creative Director Marisa Fuoco, Global Creative Director
Art Director Jay Machain, Digital Design Director
Copywriter Senior Writer, Emily Shay
Account Supervisor Michelle Williamson, Josh Blacksmith, Meredith Integrated Marketing
Released October 2010

Credits & Description

Category: Internet Film
Advertiser: KRAFT FOODS
Product/Service: KRAFT FOODS
Agency: MEREDITH INTEGRATED MARKETING
Production Company: MEREDITH VIDEO SOLUTIONS, New York, USA
Date of First Appearance: Oct 13 2010
Chief Creative Officer: Seth Feldman/Director Of Branded Entertainment/Meredith Video Solutions
Executive Creative Director: Peggy Katalinich/Content Director/Meredith Integrated Marketing
Creative Director: Marisa Fuoco/Creative Director/Meredith Integrated Marketing
Copywriter: Emily Shay/Senior Writer/Meredith Integrated Marketing
Art Director: Jay Machain/Digital Design Director/Meredith Integrated Marketing
Agency Producer: Lawrence Alitowski/Senior Video Producer/Meredith Integrated Marketing
Account Supervisor: Josh Blacksmith/Account Director/Meredith Integrated Marketing

English Description
In search of innovative ways to promote its iconic snacking portfolio, Kraft Foods identified a void in family-friendly comedy available online. The comedic videos in the marketplace were either adult in nature or family friendly but user-generated. Shot in front of a live audience at the Gotham Comedy Club in New York, Kraft’s You Gotta LOL webisodes are unique – delivering quality stand-up comedy that is uplifting and family-friendly.

You Gotta LOL lives where consumers spend their time – on Facebook, YouTube, mobile web and Kraft Recipes site – and is promoted via Twitter and email. Each weekly 2-minute webisode highlights a Kraft brand – engaging consumers with utterly true slice-of-life comedy, inspired by a combination of moms’ reality and the brands’ core consumer insights.

You Gotta LOL’s unconventional approach broke new ground for Kraft and the industry. Consumer response has been overwhelming, generating over 5 million views, and receiving extensive coverage in trade and consumer media, including a feature on CNBC’s “Power Lunch.”

It turns out, laughter is not only the best medicine, it also proves to be a very effective way to promote snacks.