NEW YORK: Working Mother is conducting a media and consumer outreach effort as part of an integrated marketing campaign with Kraft for the company's Oscar Mayer Deli Creations products.
The campaign, which includes a number of event and advertising components, is promoting the food line as a quick and inexpensive lunch option for working women at a time when the economy is forcing many to rethink their eating habits, Sydney Lindner, associate director of corporate affairs at Kraft, said via e-mail.
The magazine, aided by longtime AOR the Rosen Group, is conducting outreach to general interest consumer outlets, advertising, media, food, and marketing trade magazines, and food and parenting blogs, said Lori Rosen, founder and president of the agency. The magazine also utilizes a fan page on Facebook, she added.
The effort is part of the agency's larger initiative to position Working Mother Media founder and CEO Carol Evans as a thought leader on women's issues, Rosen added. It is also pitching the magazine's stories to other media outlets and blogs, as well as promoting magazine staffers as media resources when stories about working women are prominent in the news, said Rosen.
“When, for instance, Sarah Palin decides to resign, many of those stories prompt stories about women in the workplace,” she said. “And Working Mother should be the first call in cases like that.”
Promoting the Deli Creations products at large, the campaign also contains a poll, numerous lunch events, and sweepstakes, as well as print and online advertising, Lindner added.