SOURCE: Kraft Foods

Kraft Foods

March 29, 2011 13:57 ET

KRAFT Macaroni & Cheese Turns Real Time Tweets Into National Commercials

Brand Creates Ten Commercials in Hours to Launch 'Mac & Cheese TV' on kraftmacandcheese.com/facebook

GLENVIEW, IL--(Marketwire - March 29, 2011) - KRAFT (NYSE: KFT) Macaroni & Cheese introduced "Mac & Cheese TV" to its fans by conceptualizing, producing and editing ten high-production commercials in just hours, based on real consumer tweets that mentioned macaroni & cheese. The spots, directed by Bob Odenkirk, were created to tap into fans love for KRAFT Macaroni & Cheese. One selected spot aired on March 28th during the commercial breaks on "The Conan O'Brien Show" and "Lopez Tonight" and another new spot will air on March 29th during a commercial break on both programs. Tune in to see which tweets made it to commercial fame at kraftmacandcheese.com/facebook.

 "We know people love KRAFT Macaroni & Cheese and 'Mac & Cheese TV' is our way of celebrating the online conversations consumers are having about our delicious products," said Noelle O'Mara, Senior Brand Manager, KRAFT Macaroni & Cheese. "We are engaging with consumers in a new way -- through unconventional social media programs that enable us to continue to have a two-way dialogue with our fans."

The actors cast in the commercials are experts in improv, turning the most interesting and entertaining tweets into comedic sketches. "Mac & Cheese TV," developed by Crispin Porter + Bogusky, comes on the heels of another KRAFT Macaroni & Cheese social media initiative, Mac & Jinx, which rewarded individuals who simultaneously tweeted about KRAFT Macaroni & Cheese with product and t-shirts.

About Kraft Foods
Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America. Eleven of the company's iconic brands -- including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and Trident -- generate revenue of more than $1 billion annually, and 40 have been loved for more than a century. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. For more information, visit kraftfoodscompany.com and facebook.com/kraftfoodscorporate.

RELATED LINKS
Kraft Mac and Cheese Facebook Page
Kraft Mac and Chesse YouTube Channel
Kraft Foods Website