Social Media-Driven Cooking Competition Will Award Talent Contracts of $100,000 Between
Four Real-life Cooking Stars

NORTHFIELD, Ill. (March 22, 2010) – Philadelphia Cream Cheese and Food Network star Paula Deen have teamed up to host the Real Women of Philadelphia online community and casting competition. The campaign includes an online casting audition for cooks to show off their best Philadelphia Cream Cheese recipes by submitting their videos to www.PaulaDeen.com/RealWomen, with 16 lucky home cooks becoming finalists and getting a chance to compete in a live cook-off in Paula Deen’s home town of Savannah, Ga. Four cooks will be named the Real Women of Philadelphia – each earning a talent contract for $25,000, the chance to host their own weekly online cooking show on www.PaulaDeen.com/RealWomen and the opportunity to be featured in a cookbook that highlights the community’s favorite cream cheese recipes – including appetizers, entrees, side dishes and desserts.

"We’re expanding Philadelphia usage by going beyond the bagel and focusing on how cooks can transform any dish with Philly," said Howard Friedman, senior vice president of Marketing for Cheese and Dairy at Kraft Foods. "We know our consumer is increasingly relying on digital tools to find and share recipes and cooking information, and Real Women of Philadelphia gives us an interactive, engaging way to show cooks how adding Philly can take meals from everyday to extraordinary."

While Philly has successfully launched digital programs in the past, Real Women of Philadelphia marks the first time Kraft Foods has integrated a broad array of digital elements with user-generated content on a scale of this magnitude. The campaign leverages Paula Deen to amplify the voice of real-life cooks and foster a long-term dialogue with consumers. Within the Real Women of Philadelphia community, consumers can share their own recipes, upload videos and check out Paula’s ideas and tips with her weekly online videos. Real Women of Philadelphia is also integrated with a cross-country experiential cooking tour, consumer public relations and robust social media engagement, including a Facebook fan page and Twitter feed.

"As an innovator in original digital brand content, Kraft Food’s ability to join content and community around consumer passions, coupled with Paula Deen’s expansion into Web content offers the perfect storm for engagement," offered John McCarus, VP, Group Director of Brand Content, Digitas. "We are thrilled to be partners in this multi-faceted program."

"We are very excited to bring our relationship with Paula Deen together with a great brand like Philadelphia Cream Cheese. Real Women of Philadelphia brings together our experiences producing online content, managing engaged communities and merging technology with interactivity for the digital audience," concluded Greg Goodfried, President and Co-Founder, EQAL.

The program was developed by EQAL in collaboration with Digitas and Kraft Foods and includes video production, Web site development and community management. Social media strategy handled by DEI Worldwide, public relations handled by Edelman, experiential tour activation handled by OgilvyAction and media handled by The KraftOne team of Digitas and Mediavest. Visit www.PaulaDeen.com/RealWomen for complete details.

Contact :
Angela Wiggins, Kraft Foods
847-646-4538
Angela.Wiggins@kraft.com

##

About EQAL
EQAL (pronounced "Equal") powers social entertainment through partnering with the biggest entertainment brands and distributing their message digitally. Through their powerful technology platform known as Umbrella, EQAL rapidly builds dedicated online communities for their partners’ content. With years of experience producing Internet content and building highly engaged communities, EQAL is able to provide real value to advertisers. As the world's leading producer of online shows, EQAL, has paved the way for truly interactive social shows, including web phenomenon lonelygirl15 and KateModern, which collectively have attracted more than 250 million views and hundreds of thousands of fans around the world. EQAL is dedicated to changing the way content is consumed by weaving together the best elements of traditional storytelling and video production with interactive experiences that are native to the Web. Currently, EQAL has partnerships with independent producers, traditional media companies, multi-national brands and celebrities. EQAL is headquartered in Los Angeles. For more information visit: http://www.eqal.com/

About Digitas
Digitas is a leading digital marketing agency, helping the world's biggest brands develop, engage and profit from building profitable relationships with their customers. The Agency pairs media, marketing, technology, creativity, imagination and analytics to ignite emotional bonds between people and brands. Digitas also operates the brand content platform, The Third Act:, the independent healthcare marketing brand, Digitas Health, as well as Prodigious Worldwide, the world’s only standalone, global digital productions company. With sister agencies Starcom MediaVest, ZenithOptimedia and Denuo, Digitas is a member of Publicis Groupe's VivaKi—a global digital knowledge and resource center that leverages the combined scale of the autonomous operations of its members to develop new services, new tools, and new partnerships.

Paris-based Publicis Groupe S.A. (Euronext Paris: FR0000130577) is the world’s third largest communications group, the world’s second largest media counsel and buying group, and a global leader in digital and healthcare communications. With around the world activities spanning more than 104 countries on five continents, the Groupe employs as many as 44,000 professionals.

www.digitas.com | Twitter: @Digitas | Facebook: Digitas Fan Page