Shot in front of a live audience at the Gotham Comedy Club in New York City, KRAFT’s You Gotta LOL webisodes are unique – delivering quality stand-up comedy that is funny, uplifting and family-friendly.

Featuring “The Funniest Mom in America,” Anita Renfroe, this innovative series invites moms to take a moment for themselves and share a laugh. Each weekly 2-minute webisode highlights an iconic brand like Ritz crackers or Maxwell House – engaging consumers with utterly true slice-of-life comedy, inspired by moms’ reality and the brands’ core consumer insights. And Kraft is delivering it with a clever multi-channel, integrated approach that includes presence on Facebook, Twitter, YouTube, mobile phones, in email and on KraftRecipes.com.

You Gotta LOL’s unconventional approach broke new ground for KRAFT and the industry. Consumer response has been overwhelming, generating over 5 million views (the original projections were 500,000) and a click-through rate of 3-5%. The program also received extensive coverage in trade and consumer media, including a segment on CNBC’s “Power Lunch.” Due to this groundswell of success, 50 new videos were created for 2011.

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