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Kraft Canada begins Real Women of Philadelphia contest

Kraft Canada has begun a new campaign in support of its Philadelphia Cream Cheese brand.   The initiative, called "Real Women of Philadelphia," encourages Canadian home cooks to enter a recipe contest. Sixteen finalists will be invited to a live event and cook-off in Toronto this summer. A judging panel will then select four winners. who will receive $20,000, the inclusion of original recipes in an online cookbook and roles in a series of online cooking videos. The contest is based at a website at <>. The campaign was developed by EQAL in collaboration with Rethink Canada and Kraft Foods. Public relations are being handled by Edelman. Media work is being conducted by Mediavest. "Every great recipe has a go-to ingredient that provides a special touch and creates a signature flavour," said Food Network personality Anna Olson, who will host the event. "It's sometimes that one, unexpected addition that can really transform a traditional dish. Canadians are constantly creating new dishes in their kitchens and gaining notoriety among family and friends for their expertise. The Real Women of Philadelphia celebrates this and gives these talented home cooks the chance to turn something they love doing into a rewarding opportunity."

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