ConAgra Foods Partners with Yahoo! to Show Consumers ‘What’s So Funny?’
November 16 2009 - 9:00AM
Business Wire
ConAgra Foods, Inc. (NYSE: CAG), one of North America’s leading
food makers, announced today its plan to engage consumers through
the sponsorship of Yahoo!’s new online program, “What’s So Funny?”
The one-year commitment will integrate ConAgra Foods brands such as
Marie Callender’s®, Healthy Choice® and Orville Redenbacher’s® into
the content of the online series, which premiered Nov. 9, on Yahoo!
TV.
Daily three-minute episodes of “What’s So Funny?” will air
Monday through Friday with hosts Mike Bachmann and Shira Lazar
presenting the funniest moments from the previous night’s
television lineup. Viewers can vote on the funniest moments of the
week, and this will help decide the content for a weekend episode
recapping the week’s funniest moments. Each new episode will
include a 30 to 60-second branded segment that features a ConAgra
Foods product, incorporates key product messaging and aligns
strategically with existing brand advertising.
For example, the first episodes will feature a segment called
“Ingredients for Good Comedy” centered around what goes into making
a show funny, sponsored by Marie Callender’s – using fresh-tasting
ingredients to make a great meal at home or the office with Marie
Callender’s Home-Style CreationsTM.
“Through this partnership with Yahoo!, we’re getting our message
out to consumers in a fresh way, every day through original
content,” said Brett Groom, vice president, Media, Social and
Digital Marketing. “This is a great example of our commitment to
finding new ways to more deeply engage with our consumers, reaching
them over the lunch hour when they visit Yahoo! to get a recap of
last night’s funniest moments on TV.”
“Yahoo! continues to expand its portfolio of branded
entertainment programming, allowing brands to connect with our
audience in unique and meaningful ways,” said Erika Nardini, vice
president brand packaging, Yahoo! “With ‘What’s So Funny?,’ Yahoo!
and the brands of ConAgra Foods will bring together the best
ingredients for a daily laugh.”
The sponsoring brand also will be featured on the “What’s So
Funny?” homepage, http://customsites.yahoo.com/conagra, which will
be linked from Yahoo! TV. MediaCom, ConAgra Foods’ media buying
agency of record, helped create and develop the program in
partnership with Yahoo! and ConAgra Foods.
ConAgra Foods, Inc., (NYSE: CAG) is one
of North America’s leading food companies, with brands in 97
percent of America’s households. Consumers find Banquet, Chef
Boyardee, Egg Beaters, Healthy Choice, Hebrew National, Hunt’s,
Marie Callender’s, Orville Redenbacher’s, PAM, Peter Pan, Reddi-wip
and many ConAgra Foods brands in grocery, convenience, mass
merchandise and club stores. ConAgra Foods also has a strong
business-to-business presence, supplying potato, other vegetable,
spice and grain products to a variety of well-known restaurants,
foodservice operators and commercial customers. For more
information, please visit us at www.conagrafoods.com.
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