Our campaign for Kraft’s launch of PHILADELPHIA Cooking Creme far exceeded expectations and drove ROI.

1. houseparty.com
For general inquiries and
request for proposals:
sales@houseparty.com
800-393-1102
Our campaign for Kraft’s launch of
PHILADELPHIA Cooking Creme far
exceeded expectations and drove ROI 1 + million
product trials
Challenge
Introduce and position this new product as a pre-seasoned, easy to blend
creme to address consumers’ number one dinnertime dilemma: chicken
fatigue
Solution
10,000 House Parties on March 12, 2011 that...
• Integrated with “Dinnertime Dilemma” launch communication
• Put the brand in consumers hands with easy recipes to broaden their
dinnertime options
• Included a sweeps to win the chance to cook live via Skype with celebrity
chef Todd English; four lucky winners were featured live on his HSN
program, cooking with the same pan and ingredients for a truly memo-
rable experience 60
point increase
purchase intent
Results
• Over 41,000 Opt-ins for 10,000 host slots
• Over one million product trials
• 39 point increase in brand familiarity
• 60 point increase in purchase intent
• Over 22 million brand impressions
• 175% ROI: For every $1.00 the brand spent, it got back $1.75 in net profit
(Results validated by ChatThreads analysis of Nielsen sales volume data in
test/control markets)
“House Party provides a great way to engage in a dialogue about
products, have direct feedback, and generate word of mouth.”
Valerie Moens, Sr. Manager
175% ROI
of Corporate Affairs, Kraft
PR week 2010