Kraft Canada is bringing its What’s Cooking brand online with English (What’s Cooking) and French (Qu’est-ce Qui Mijote) YouTube channels in an attempt to increase the reach to its target of 25- to 50-year-olds, Jessica Holtz, CRM manager, Kraft Canada, tells MiC.

“We know at Kraft Canada that Canadians continue to have the highest consumption of videos across the globe on YouTube,” she says. “We really wanted to capitalize on that trend to retain current customers and attract new ones to the What’s Cooking brand.”

A contest encouraging consumers to upload videos of themselves preparing their favourite recipes is promoting the launch of the video pages. The contest, which launched this week, is running until June 9, after which voting begins for the best English and French video. The English and French winners, named on Aug. 22, will get the opportunity to host a future episode of What’s Cooking.

Media supporting the digital launch of What’s Cooking was done by Mediavest, with creative by New York-based agency 360i. Promotions for the site include targeted display ads on YouTube and an expanded Google Ad Words presence as well as leveraging the Kraft Canada print, web, email and social media assets, says Holtz.

Kraft Canada also publishes a quarterly What’s Cooking magazine and produces a weekly What’s Cooking television show, which airs Saturdays at 2 p.m. and 7 p.m. on Citytv, and on Saturday afternoons at 2 p.m. on TVA in Quebec.