Kraft promotes Peek Freans soap opera
Kraft Canada will begin an online soap opera called As the Cookie Crumbles on Sept. 18 in support of its Peek Freans Lifestyle Selections line of cookies. The eight-week promotion, aimed primarily at women, will consist of a weekly episode posted at <http:www.asthecookiecrumbles.ca>. Viewers will be able to vote for one of three possible endings to the story. The initiative will be promoted with marketing campaign consisting of national direct mail, in-store sampling, social media activites and public relations. A print ad will run in Chatelaine magazine. The website was developed by MacLaren Momentum. The creative concept and program commercials were developed by Draft FCB.