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HSN, Kraft Foods Cook Up Strategic Alliance

HSN has put Kraft Foods on its menu, via a multiyear content and commerce partnership.
The deal, which represents HSN's first collaboration with a consumer products goods company, will enable shoppers to purchase HSN cooking products on Kraftfoods.com's recipe pages while allowing them to access Kraft Foods content on HSN.com and other HSN distribution channels.
Financial terms of the deal were not disclosed.
The partnership began on March 12, as Philadelphia Cooking Creme, one of Kraft's biggest product launches this year, teamed with Todd English and HSN. The chef and restaurateur appeared live on HSN at 6 p.m. (ET) and 10 p.m. showcasing his GreenPan cookware, as well as cooking recipes featuring Philadelphia Cooking Creme. In addition some 10,000 homes across the U.S. hosted "Philly Dinnertime Dilemma House Party," while House Party opened up chats with home cooks via Skype.
Beginning March 15, the Kraft Store on kraftfoods.com will be "powered by HSN" and showcase HSN cooking-related products from its experts such as English, Wolfgang Puck and Emeril Lagasse. HSN.com will soon integrate Kraft Foods recipes on product pages in the kitchen category. Other plans include the featuring Kraft Foods products in HSN programming; developing cooking videos connecting Kraft Foods recipe content with key HSN products for the kitchen; and leveraging the video across multiple platforms. Under the pact, Kraft Foods brands will also develop multiplatform marketing programs with the shopping network.
Meanwhile, Maxwell House International and HSN have combined for a year-long partnership that integrates Maxwell House International into HSN programming, HSN.com and multi-channel interactive games. During March -- International Women's Month -- Maxwell House International is sponsoring an interactive game on HSN.com that offers HSN customers the opportunity to win HSN and Maxwell House International coupons and prizes.
"This partnership further deepens the relationship with our customers by providing them more of what they love about HSN - great experiences and great brands," said Bill Brand, executive vice president of marketing, programming and business development for HSN, in announcing the partnership "We are also excited to introduce new customers to HSN through this initiative while reinforcing our leadership position in the kitchen category."

Noted Julie Fleischer, director, consumer relationship marketing content strategy and integration at Kraft Foods:

"This partnership is truly unique as it led us to the development of a groundbreaking business model, marrying highly relevant content with interactive shopping and creating multimedia platforms for new product launches. It will enable us to expand and deepen our consumer engagement with exclusive recipes and brand programs."