Kraft Celebration Tour Hits the Road with TSN and SPORTSCENTRE on
Second-Annual Cross-Country Adventure

    
        - Canada's No.1 sportscast to broadcast live from 10 communities in
                            10 days this summer -
     - Kraft to donate $250,000 for community refreshes across Canada -
       - Top-rated SPORTS 30 on RDS to also broadcast live from winning
                          Francophone communities -
             - Canadians can nominate their communities online at
                     www.TSN.ca/kraftcelebrationtour and
                    www.RDS.ca/tourneedecelebrationkraft -
    

TORONTO, May 3 /CNW/ - After travelling nearly 8,000 kilometres from Kaslo, BC, to Paradise, NL, and celebrating with thousands of fans last summer, Kraft and TSN are heading back on the road with today's return of the Kraft Celebration Tour. For the second year in a row, the Kraft Celebration Tour will see TSN's flagship sports news program SPORTSCENTRE broadcast live from 10 lucky Canadian communities over a period of 10 days this summer from August 20 to 29.

Once again, communities from across the country are invited to nominate their town as a broadcast location - and for a chance to win one of ten $25,000 community refreshes from Kraft Canada to be used for improvements to a facility in the prize-winning communities. Canada's top-rated daily French-language sportscast, SPORTS 30 on RDS, will also join the Kraft Celebration Tour, broadcasting live from any winning Francophone communities.

"Kraft is delighted to again partner with TSN in year two of the Kraft Celebration Tour," said Jack Hewitt, Vice-President, Marketing Services, Kraft Canada. "The Kraft Celebration Tour is an opportunity to give back to local communities across Canada that embrace healthy and active lifestyles. We look forward to building on the success of last year's program that saw hundreds of Canadian communities share their stories and local pride."

Popular SPORTSCENTRE anchor team Darren Dutchyshen and Jennifer Hedger, along with Jay Onrait and Dan O'Toole, will lead the special broadcasts, putting a spotlight on the local communities and accomplishments of its local athletes. Veteran anchors Chantal Machabée and Marc Labrecque will lead SPORTS 30 broadcasts in winning Francophone communities.

Through June 13, fans can nominate their local Canadian communities online for a chance to win one of 10 summer celebrations at www.TSN.ca/kraftcelebrationtour and www.RDS.ca/tourneedecelebrationkraft. As part of the nomination process, fans are invited to describe how a $25,000 community refresh would make a difference in their community and highlight their community spirit and passion for sports and a healthy - and active - lifestyle.

On Canada Day (July 1), TSN and RDS will announce the 20 finalists selected by a panel of judges. Then, it's up to Canada to decide the 10 winning tour stops via an intense 10 consecutive days of head-to-head online voting beginning July 12.

"What makes the Kraft Celebration Tour so special is that it gives us all another chance to celebrate grassroots sports programs and hometown heroes in a year when amateur sports captivated and inspired the nation," said Phil King, President, TSN. "With millions of people watching TSN every day, it will truly be an honour for all of us at TSN to give back to 10 communities this summer and share their stories of triumph and perseverance with the rest of Canada."

This year's Kraft Celebration Tour follows last year's inaugural cross-country event, which received more than 2,600 stories from communities across Canada and saw more than 1.6 million votes cast to select the 10 winning communities. The Kraft Celebration Tour is confirmed through 2011, as TSN and Kraft today announced a two-year deal extension that will see the tour return next summer.

The Kraft Celebration Tour is supported by a multi-faceted marketing campaign utilizing TSN and RDS broadcasts and platforms, as well as media platforms throughout the CTVglobemedia family. In-store displays will be set up in grocery stores across Canada. Fans can also join the Kraft Celebration Tour Fan Page on Facebook, follow the tour and its personalities on Twitter, and get a behind-the-scenes look at life on the road with Kraft Celebration Tour blogs on TSN.ca.

About Kraft Canada

The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. With annual revenues of approximately $50 billion, the combined company is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. The combined company's 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. Another 70+ brands generate annual revenues of more than $100 million. Kraft Foods (www.kraftfoodscompany.com; NYSE: KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. In Canada, company brands include Kraft Dinner macaroni and cheese, Christie cookies and crackers, Kool-Aid and Del Monte beverages, Caramilk chocolate, Maynards candy, and Stride and Dentyne gum.

About TSN

TSN is Canada's Sports Leader and Canada's most-watched specialty network. Delivering more sports coverage in High Definition than any other network in Canada, TSN's comprehensive broadcast schedule features an exciting lineup of sports including NHL, IIHF, CFL, NFL, NBA, Blue Jays Baseball, Season of Champions Curling, Golf's Majors, F1, NASCAR Sprint Cup, Grand Slam Tennis and Championship Boxing events. TSN properties include TSN2, TSN MOBILE and the industry-leading sports website TSN.ca. Official broadcaster of the Vancouver 2010 Olympic and Paralympic Winter Games and London 2012 Games of the Olympiad, TSN is a division of CTVglobemedia.

For further information: For TSN: Chobi Liang, (w) [phone], (c) [phone], [email protected]; Greg McIsaac, (w) [phone], (c) [phone], [email protected]; For Kraft Canada: Lynne Galia, (w) [phone], [email protected]