Peek Freans gets romantic

In a partnership with Toronto-based publishing company Harlequin, Kraft's Peek Freans Lifestyle Selections is indulging women by driving them to an online contest where they can download a new novel, write their own e-novella or enter to win a romantic vacation to Montana, Prague or Hawaii.

In a partnership with Toronto-based publishing company Harlequin, Kraft’s Peek Freans Lifestyle Selections is indulging women by driving them to an online contest where they can download a new novel, write their own e-novella or enter to win a romantic vacation to Montana, Prague or Hawaii.

On the Peek Freans website women can download Montana Royalty by B.J. Daniels in ‘boss-friendly’ format – the novel is written in bullet form in PowerPoint. In the real world, women in Toronto were approached by a handsome prince or sheriff, handing out samples of the latest vanilla bean latte flavour. And about 400,000 door hangers that looked like Harlequin novels were distributed across Canada, encouraging women to visit the site and enter the contest.

‘We’re making it fun because they’re still cookies – they’re better-for-you cookies, but it still needs to feel like a treat,’ says Vanessa Grekov, senior product manager, Kraft. Harlequin approached Kraft because they have a similar target – women aged 25 to 55, Grekov explains. The campaign was developed by Draftfcb and MacLaren Momentum of Toronto.