We knew Kraft couldn’t inspire broader use of Philly cream cheese on its own. We needed a partner to grab attention. Enter Food Network star Paula Deen, who oozed credibility, loves the product, and engages daily with a community of “real” women.

We enlisted Paula and her company, and leveraged the broad online following she already had to launch RWOP. We drove community engagement with weekly contests and winners, how-to videos, and a forum for exchanging comments and ideas. RWOP integrated entertainment and content with recipe dissemination, and social media with 360 media supporters across offline and online vehicles.

RWOP helped contribute to the first lift in brand sales in five years. Philly achieved a 5.0% growth in sales for Q1 – Q3 2010 vs 2009 (source: Nielsen), plus a 5.1% lift in net revenue (source: Kraft finance) for the same time period. This lift occurred despite a price increase in the product in 2010.

Consumer response exceeded expectations. 1.3 million users visited the RWOP Community; we had 40 million Community Registrations and 8 million recipe submissions. We received 31 million total views of Cooking with Philly Recipe Videos across the web through video media distribution. We engaged with 50 million W25-54 unique users.