ConAgra Partners with Yahoo!

ConAgra Foods Inc. plans to engage consumers through the sponsorship of Yahoo!'s new online program, "What's So Funny?" The one-year commitment will integrate ConAgra Foods brands such as Marie Callender's, Healthy Choice and Orville Redenbacher's into the content of the online series, which premiered Nov. 9, 2009, on Yahoo! TV.

 

"Through this partnership with Yahoo!, we're getting our message out to consumers in a fresh way, every day through original content," says Brett Groom, vice president, Media, Social and Digital Marketing, ConAgra Foods. "This is a great example of our commitment to finding new ways to more deeply engage with our consumers, reaching them over the lunch hour when they visit Yahoo! to get a recap of last night's funniest moments on TV."

 

Daily three-minute episodes of "What's So Funny?" will air Monday through Friday with hosts Mike Bachmann and Shira Lazar presenting the funniest moments from the previous night's television lineup. Viewers can vote on the funniest moments of the week, and this will help decide the content for a weekend episode recapping the week's funniest moments. Each new episode will include a 30 to 60-second branded segment that features a ConAgra Foods product, incorporates key product messaging and aligns strategically with existing brand advertising.

 

For example, the first episodes will feature a segment called "Ingredients for Good Comedy" centered around what goes into making a show funny, sponsored by Marie Callender's -- using fresh-tasting ingredients to make a great meal at home or the office with Marie Callender's Home-Style Creations. The sponsoring brand also will be featured on the "What's So Funny?" homepage, http://customsites.yahoo.com/conagra, which will be linked from Yahoo! TV.

 

MediaCom, ConAgra Foods' media buying agency of record, helped create and develop the program in partnership with Yahoo! and ConAgra Foods.