Kraft Foods is targeting moms with a Web series featuring two-minute videos that highlight challenges of motherhood such as finding time or sticking to a diet, Emily Bryson York reports. Titled
"You Gotta LOL," the campaign stars comedian Anita Renfroe, whose has put "momist" lyrics such as "because I said so" to the
"William Tell Overture" to acclaim.
In one video, Renfroe says serving Kool-Aid keeps the neighborhood kids close
and chatty. "Two cups down, they're singing like canaries," she reveals. But the sketches don't always mention brands and Kraft hopes this will make them viral.
The videos spring from a desire to "find other relevant and compelling conversations we can have with our customers" that don't involve recipes, says Julie Fleischer, Kraft's
director of consumer relationship marketing, content, strategy and integration.
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