In search of innovative ways to promote its iconic snacking portfolio, Kraft Foods identified a void in family-friendly comedy available online. The comedic videos in the marketplace were either adult in nature or family friendly but user-generated. Shot in front of a live audience at the Gotham Comedy Club in New York, Kraft’s You Gotta LOL webisodes are unique – delivering quality stand-up comedy that is uplifting and family-friendly.

You Gotta LOL lives where consumers spend their time – on Facebook, YouTube, mobile web and Kraft Recipes site – and is promoted via Twitter and email. Each weekly 2-minute webisode highlights a Kraft brand – engaging consumers with utterly true slice-of-life comedy, inspired by a combination of moms’ reality and the brands’ core consumer insights.

You Gotta LOL’s unconventional approach broke new ground for Kraft and the industry. Consumer response has been overwhelming, generating over 5 million views, and receiving extensive coverage in trade and consumer media, including a feature on CNBC’s “Power Lunch.”It turns out, laughter is not only the best medicine, it also proves to be a very effective way to promote snacks.