Kraft Foods has been recognized for committing to use its advertising dollars to support family-friendly television.
Hallmark Channels and the Parents Television Council have presented the world’s second-largest food company with the fourth annual “Crown Award” for its responsible advertising.
“We’re very pleased to present Kraft with the award this year. They were on our 2010 list of the best sponsors of the year for consistently sponsoring positive programming,” reports Melissa Henson, director of communications and public education for the Parents Television Council (PTC).
“This is an award that is reserved only to those outstanding corporate sponsors — companies that are trying to do the right thing by being responsible with their advertising, not only the content of their advertisements, but also the placement…the content and the programs they make possible with their ad dollars,” Henson explains.
She goes on to encourage consumers to support companies that sponsor positive programming.
“If you’re in the grocery store and you have a choice between two competing brands, and one consistently advertises on negative programs and the other consistently advertises on positive programs, we hope that by calling attention to the good sponsors in this way, people will actually support those positive sponsors with their purchases,” Henson adds.
The PTC communications director further notes that groups like hers regularly contact companies about the bad content they sponsor. This award, however, is an opportunity to do just the opposite.
(Source: One News Now)