As an Award Season sponsor, Jell-O maximized TV share of voice on TV Guide Channel’s expanded Award Season coverage of the Golden Globes, Grammy’s and Academy Awards. TV Guide & Jell-O developed custom in-program segments, vignettes and print advertorials featuring a celebrity trainer sharing easy, celebrity-tested fitness tips to get “Red Carpet Ready” and reminding viewers that Jell-O provides a great tasting and low calorie snack they can enjoy anytime. Advertorials in TV Guide, People and US Weekly helped extend the reach of the initiative.

The “Red Carpet Ready” initiative posted impressive volume and share gains for a mature brand, with 23% volume growth and 5.6% share gain. And, the “Red Carpet Ready” sweepstakes generated 720,455 entries over 19-weeks, the 4th highest number of entries in recent Kraft Foods history despite comparatively less media support.