This is a crazy food related website, coming from Norway. I found it on Reklam Feber, I didn't understand a word, but I watched it for two minutes and it made me laugh a lot.
The site has a video featuring a sort of super hero who explains the qualities of a new series of product with less sugar and less fats, plus there is a simple advergame to play. Nothing special nor particularly innovative, I would say, but the whole thing is amusing, and I think it works pretty well in generating awareness on a packaged food (not the easiest product to make appealing).
Is therefore branded entertainment the best way to go to promote food and CPG?