Wheat Thins Celebrates Passionate Fans With Launch Of "Must. Have. Wheat Thins."

   Wheat Thins Celebrates Passionate Fans With Launch Of "Must. Have. Wheat

Kicks Off New Campaign Around Pro Football's Ultimate Snacking Occasion

PR Newswire

EAST HANOVER, N.J., Jan. 25, 2013

EAST HANOVER, N.J., Jan. 25, 2013 /PRNewswire/ --Wheat Thins, the snack known
for its complex taste and satisfying crunch, today announced the launch of its
new "Must. Have. Wheat Thins." campaign with a new television ad debuting in
the Super Bowl pre-game. The television spot, which airs between 5:30 p.m.
EST and the start of the 6 p.m. broadcast on Sunday, Feb. 3, was inspired by
Wheat Thins' most passionate fans and depicts the intense relationship they
have with the brand by showcasing a man so passionate about his Spicy Buffalo
Wheat Thins he'll do nearly anything to protect them from even the most
unexpected intruders - even a yeti!

To view the multimedia assets associated with this release, please click:

(Photo: http://photos.prnewswire.com/prnh/20130125/MM47980)

"We talked to some of our most enthusiastic fans and were pleased to hear
about the deep connection they have with the Wheat Thins brand," said Katie
Williams, Senior Marketing Director at Mondelez International. "The goal of
this campaign is to celebrate those who already love us, entice others to
discover that love and reward our consumers' passion for the brand in
meaningful ways."

In addition to the new ad,Wheat Thins will support the new "Must. Have. Wheat
Thins." campaign with a social media promotion in the weeks leading up to the
big game, one of the biggest snacking occasions of the year.Wheat Thins
understands that many fans are just as devoted to football as they are their
favorite snack, and to ensure its most passionate fans never run out of their
all-important game time snacks, is challenging consumers across the country to
determine whether San Francisco's or Baltimore's fans deserve free Wheat
Thins. Fans can share their love for one of the two cities by voting on
Twitter and Instagram with #SF #MUSTHAVEWHEATTHINS or #BAL
#MUSTHAVEWHEATTHINS. In the winning city with the most social 'noise,' or
votes, Wheat Thins will be making snack runs on Feb. 3, delivering free
products so fans can enjoy their favorite snacks without missing a single
play. For complete rules, please visit www.musthavewheatthins.com. 

The second ad in the "Must. Have. Wheat Thins." campaign will feature a
particularly frustrated fan unable to eat Wheat Thins – in this case, a

Both ads were produced by creative agency BEING. Ideas and innovation agency
AKQA developed the digital experience. Look for future developments in the
"Must. Have. Wheat Thins." campaign on YouTube at
http://www.youtube.com/wheatthins, on Facebook at www.facebook.com/wheatthins
or on twitter @wheatthins.

About Mondelez International

Mondelez International, Inc. (NASDAQ: MDLZ) is a world leader in chocolate,
biscuits, gum, candy, coffee and powdered beverages. The company comprises
the global snacking and food brands of the former Kraft Foods Inc. following
the spin-off of its North American grocery operations in Oct. 2012. Mondelez
International's portfolio includes several billion-dollar brands such as
Cadbury and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits,
Tang powdered beverages and Trident gums. Mondelez International has annual
revenue of approximately $36 billion and operations in more than 80
countries. Visit www.mondelezinternational.comand


BEING is a network of Brand Behavior experts. Founded in Paris by Bruno
Tallent in 2010, BEING leverages the power of multidisciplinary thinking,
assembling brand consultants, designers, advertisers, shopper marketers & web
experts, all working together, to give brands their way of being. BEING has
offices in Paris, Lille, Lyon, New York, Los Angeles, Doha, Shanghai and

BEING is part of the TBWA Worldwide (www.tbwa.com) network. TBWA creates
Disruptive Ideas expressed through Media Arts for global clients. TBWA is
ranked as a Top 10 worldwide advertising agency and was recognized by
Advertising Age in 2010 as the "Best International Network of the Decade." The
TBWA network has 274 offices in 100 countries and over 11,000 employees

TBWA is part of Omnicom Group Inc. (www.omnicomgroup.com), a leading global
marketing and corporate communications company. Omnicom's branded networks and
numerous specialty firms provide advertising, strategic media planning and
buying, digital and interactive marketing, direct and promotional marketing,
public relations and other specialty communications services to over 5,000
clients in more than 100 countries.

About AKQA

AKQA is an ideas and innovation company. We collaborate with forward-thinking
companies to create the future. www.akqa.com.

Contacts: Kim Fontes, Mondelez International Marisa Picker, Edelman
          847-943-5678                       212-704-8153
          news@mdlz.com                      marisa.picker@edelman.com

SOURCE Mondelez International

Website: http://www.mondelezinternational.com
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