An online campaign for Kraft's Philadelphia Cream Cheese, starring celebrity chef Paula Deen, has enlisted some 5,000 women to contribute their own homemade videos about using cream cheese.
The campaign is called Real Women of Philadelphia.
For an overview of the campaign and its implications for other brands, we spoke with Christine Beardsell, VP/Group Creative Media Director of the Digitas/The Third Act unit. She explains how the Kraft campaign was constructed and executed.
We spoke with her on Wednesday during the Digitas Digital Content New Front event in Manhattan.
Andy Plesser, Managing Editor