SOURCE: Wheat Thins

Wheat Thins

January 19, 2011 15:43 ET

The Crunch Is Calling: Wheat Thins Surprises Tweeters

'Uber Real' Campaign Surprises People Talking About Wheat Thins in Social Media

NEW YORK, NY--(Marketwire - January 19, 2011) - Once again, Wheat Thins is surprising unsuspecting Tweeters with unexpected, personal responses to real people's posts about the delicious, crunchy snack in social media. The latest surprise video, which aired on television during the People's Choice Awards on January 6, features the Crunch Is Calling crew proving to Derek Tzeo that Wheat Thins ads are not 'uber fake' -- as he suggested on Twitter -- by delivering the snack to him in person.

And now Derek is a believer, tweeting: "...it was legit. Not staged. Spread the word so people stop asking. Lol." http://twitter.com/#!/TzeoDerek/status/24514090319740928

On January 20, a new video featuring Starla Little will go live exclusively at www.youtube.com/crunchiscalling.

Past Wheat Thins videos featured Tabitha Hancock -- who wrote "Aahh Im outta Wheat Thins mi life is officially over" -- and was surprised by the Crunch Is Calling crew delivering a pallet of Wheat Thins to her home; Dan Crane who tweeted that he used a Wheat Thins snack to 'pick his air guitar'; and Timmy Parker who said someone needs to 'invent crunch-proof headphones' to use when eating Wheat Thins.

The videos, which have generated over 1.2 million views, can be viewed on Facebook (www.facebook.com/wheatthins) and YouTube (www.youtube.com/crunchiscalling).

Thousands of people talk about Wheat Thins every month on blogs, Facebook, Twitter, YouTube, online forums and other social media channels. The campaign seeks to reward people's conversations about Wheat Thins by surprising them in an unexpected and fun way.

"Real people are saying real interesting things about Wheat Thins," says Jim Low, Director of Marketing for Wheat Thins at Kraft. "We want snack fans to know that we hear them."

The Crunch Is Calling. And you could be next...

ABOUT KRAFT FOODS

Kraft Foods is building a global snacks powerhouse and an unrivaled portfolio of brands people love. With annual revenues of approximately $48 billion, the company is the world's second largest food company, making delicious products for billions of consumers in approximately 170 countries. The portfolio includes 11 iconic brands with revenues exceeding $1 billion - Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayer meats. Approximately 70 brands generate annual revenues of more than $100 million. Kraft Foods (www.kraftfoodscompany.com) (NYSE: KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.

Wheat Thins are back surprising unsuspecting Tweeters with their favorite snack http://bit.ly/dNODHs @crunchiscalling

News Facts

The "Wheat Thins Commercials Are Uber Real" video featuring Derek Tzeo premiered on January 6, 2011, at the People's Choice Awards and can be viewed at www.youtube.com/crunchiscalling

Since last year, more than 1300 boxes of Wheat Thins have been sent to people who talked about the product on Facebook and Twitter

www.facebook.com/wheatthins
www.twitter.com/crunchiscalling
www.youtube.com/crunchiscalling

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