Kraft Foods China’s “Prince” Advertising Won Cannes Lions Award | 2011 Press Releases | China | Mondelez International, Inc.

Kraft Foods China’s “Prince” Advertising Won Cannes Lions Award

(June 27,2011, Shanghai, China)- Kraft Foods China's “2010 Prince’s Happy Adventure—Biscuit Code” recently won Bronze Lion award for Best Consumer Engagement at the Cannes Lions 58th International Festival of Creativity. The prestigious award is the highest honor won by advertisements created in China in the world.

“Prince” is a global biscuit brand which was introduced to China in 1994. It has 3 product series—the Prince Sandwich, the Prince Crispy More, and the Prince Cookie. The “2010 Prince’s Happy Adventure—Biscuit Code” ad campaign has 10 differently-shaped biscuits which possess 10 different magical codes. More than 20 million Chinese children took part in the "Prince Planet” on-line game with the 10 Prince biscuit codes.

The Cannes Lions International Festival of Creativity is inspired by the world-famous Cannes Film Festival. It was instituted in 1954 by a group of cinema screen advertising contractors (SAWA). Today it is the world’s unparalleled comprehensive advertising award event and communication elite celebration.


Kraft Foods is building a global snacks powerhouse and an unrivaled portfolio of brands people love. With annual revenues of approximately $48 billion, the company is the world’s second largest food company, making delicious products for billions of consumers in approximately 170 countries. The portfolio includes 11 iconic brands with revenues exceeding $1 billion – Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gum; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayer meats. Approximately 70 brands generate annual revenues of more than $100 million.

Kraft Foods (; NYSE: KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.

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Regina Hui
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Lin Wan
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