Kraft Foods Extends Partnerships With Paula Deen Enterprises, EQAL, Digitas to Launch Season 2 Real Women of Philadelphia

GLENVIEW, Ill., April 4, 2011 /PRNewswire/ -- Kraft Foods announced today its plans to extend its partnerships with Paula Deen Enterprises, Digitas and EQAL to launch Season 2 of the Real Women of Philadelphia online community and cooking competition.  Building on the incredible success of the first season, home cooks nationwide are invited to upload videos showcasing their preparation of original recipes using Philadelphia Cream Cheese or the new Philadelphia Cooking Creme.

During the first season of the Real Women of Philadelphia, more than 1.3 million people visited the Real Women of Philadelphia community, sharing more than 8,200 tasty, easy to make at home recipe videos, which have received a stunning 31.6 million views in less than 12 months.  This season, women nationwide are encouraged to create entertaining and creative cooking videos in each of four categories—appetizer, side dish, entree and dessert for submission. At the end of the eight-week competition and live cook-off event, one lucky winner will be chosen in each of the four categories and crowned the Season 2 Real Women of Philadelphia.  Each winner will receive a talent contract worth $25,000, star in her own cooking videos, contribute to a cookbook featuring the community's favorite cream cheese recipes from the season and host the Real Women of Philadelphia community online.

"Last year we formed a winning combination with our partners to create and develop a site that generated 1.3 million site visits and empowered more than 40,000 women to become registered community members through their love of cooking and sharing recipes," said Adam Butler, Brand Manager of Philadelphia Cream Cheese.  "This season we look forward to extending our reach and continuing to provide a positive, interactive environment where even more women can connect through their passion for cooking."  

All female cooks, from novices to experts are invited to visit http://www.realwomenofphiladelphia.com today to enter the competition and join the Real Women of Philadelphia community where thousands of members already share their family recipes, tips and stories with other real-life cooks.

The Real Women of Philadelphia program was developed by Digitas and EQAL in collaboration with Kraft Foods and includes video production, Web site development and community management. Social media strategy and public relations handled by 360i and Rogers & Cowan, and media handled by The KraftOne team of Digitas and Mediavest.

About Kraft Foods

Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love.  Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America.  Eleven of the company's iconic brands -- including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and Trident -- generate revenue of more than $1 billion annually, and 40 have been loved for more than a century.  A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.  For more information, visit http://www.kraftfoodscompany.com and http://www.facebook.com/kraftfoodscorporate.

SOURCE Kraft Foods

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