Kraft serves up HomeArts ad deal

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Marketer will offer 600-plus recipes in major content area

Kraft Foods signed a major sponsorship deal with Hearst Corp.'s HomeArts to offer an integrated content area featuring more than 600 original recipes and a food-oriented e-mail service.

HomeArts also signed Frigidaire Co. to sponsor its "Kitchen Adventure" and Microsoft Network for the "Planet Lunch" area.

The Kraft sponsorship, which starts this week, will draw heavily on food research and recipes from Kraft Creative Kitchens. It includes a recipe finder and content for four types of dining needs: Better for You, Easy Entertaining, Kids and Chefs in a Second.

Users searching for recipes, for example, will get information from the advertiser as well as Hearst itself.

"The intent is to solve problems for today's families," said Susan Russo, VP-advertising strategy and sales at Hearst New Media and Technology. "Many recipes will tie in to two of Kraft's current programs--Simple Answers and It's Right for You."

Ms. Russo declined to comment on the size of the deal but said earlier that it was HomeArts' largest to date.

Other Kraft brands have taken the integrated route. Maxwell House built a "coffee break" area on The New York Times' site. Maxwell House's branded environment uses the Times' crosswords, book reviews and leisure content.

Copyright May 1996 Crain Communications Inc.

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