With the launch of a new social media marketing campaign this week, Cadbury’s continues to show off its social media prowess. It gives us the perfect opportunity to see if Cadbury’s social skills are rubbing off on its new owners, Kraft Foods.

You would think so considering Cadbury’s dedication to online social channels. Its YouTube hits alone have gained it millions of impressed global viewers.The chocolate maker’s latest plan for the Cadbury Crunchie candy bar is to ditch the idea of a standalone campaign-themed microsite and to hit its customers where they hang out most: Facebook. The crunchy treat already has a well-organized Facebook fan page with 28,000 fans (all of Cadbury’s fan pages, by the way, amount to about 1.5 million fans) and a really cheesy Tina Turner YouTube commercial. Along with new search and display ads they will soon be launching a Facebook game called “Crunchie Friday Town” where friends can play together and win prizes. Joy Armitage, interactive manager at Cadbury tells New Media Age, “we saw how games like these were attracting a lot of fans and thought it a natural step for us.”

But what about the rest of Kraft’s famous brands on Facebook?

Oreo is doing pretty darn good. It has 4.5 million fans on Facebook and a plethora of other social media channels. Kraft Macaroni and Cheese is doing pretty well too. They are offering up coupons and games to their 270,000 fans on Facebook and connect them back to the Mac & Cheese website whenever possible. The same can even be said about Oscar Mayer, which has offered its 137,000 fans on Facebook the chance to win $5,000 in a Father’s Day contest.

And what of some of its other popular brands? Kool-Aid’s fan page is desperately holding onto its 88 members, although the folks over at Kool-Aid aren’t playing an active role in the page anyway. The Philadelphia Cream Cheese page entitled “That Philadelphia Cream Cheese woman is such a cougar,” referring to the actress Linda Kash in its TV commercials, has a whopping 10 members. And sadly, the Maxwell House Coffee page with 722 fans is completely fan-run. The disappointment of the fans due to Maxwell House’s apparent apathy towards its Facebook page is evident by the page’s only wall post:

Think of the possibilities!

In closing, we have never entirely agreed with Warren Buffet’s logic to sell off part of his holdings in Kraft following the Cadbury’s acquisition. But if the rest of Kraft’s subsidiaries don’t step up their social media game, especially popular in-house brands like Kool-Aid, Warren’s lost investment might not even matter.

Editor’s Note: Want to learn more about social media best practice? Join our LinkedIn Group and enjoy a great discount on attending the Social Media Conference, June 22.