Discovery Crafts Kraft Foods Deal


Discovery Networks U.S. and Kraft Foods North America Inc. have closed on an integrated, cross-platform ad-sales partnership, officials said Thursday.

Under the yearlong agreement, Kraft will get exposure on Discovery Channel, The Learning Channel, Animal Planet, Discovery Home & Leisure Channel, BBC America, Discovery Kids Channel and Discovery Kids on NBC, the Saturday-morning program block.

The partnership, which starts this quarter, was negotiated by Starcom MediaVest Group, Kraft’s ad agency.

As part of the deal, Discovery Channel will integrate Kraft products into its new series, Rally Round the House

Another element of the partnership is a Discovery Kids sweepstakes that will offer children 6-12 a chance to win a grand prize of an appearance on a future Discovery Kids program and a trip for four to an African safari.

The "Kraft Family Showcase" will also sponsor two Animal Planet specials, 50 Great Animal Movies
and Planet’s Funniest Animal 5-Year Anniversary Special