Communications and Society blog: By and for students in Marist COM 201

Just another weblog

A Social Network Centered Around Cream Cheese?

leave a comment »

Kraft had no idea what was in store for them when they teamed up with cooking idol Paula Deen and launched a promotional campaign for Philadelphia Cream Cheese.  The campaign was originally intended to have women post recipes and videos of them making food incorporating Philadelphia Cream Cheese, they had originally expected to have about 400 responses to their campaign.  However, much to their surprise, they received over 6,000 responses and now have a social network, “The Real Women of Philadelphia,” which has membership of over 30,000 women.  The massive response to this promotional campaign resulted in a 5% sales increase for the company in August alone.  The secret to their hugely successful campaign was teaming up with Southern chef  Paula Deen.  The Food Network Star often uses the cream cheese in her recipes and her fans are likely to use similar ingredients when doing their cooking.  Therefore her huge fan base provided a great target for the campaign for Kraft. The website is now a platform for women to post recipes, chat with fellow female chefs, and enter recipe contests to win prizes.  So kudos to Kraft for creating a such a phenomenon out of small promotional campaign.


Written by mjhaurin

November 21, 2010 at 3:05 am

Posted in Uncategorized

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: