Women with a taste for both the sweet and saucy are being targeted again by Kraft Canada’s latest promotion for Peek Freans cookies.

The cookie’s Lifestyle line of products, which bear a “sensible selection” wordmark and are marketed as a “better for you” product, has been paired with romance publisher Harlequin.

The “Taste of Mischief” campaign has executions in both the promotional and online spheres. A trio of dashing male Harlequin “heroes” posed for photos and handed out product in late September and early October around Toronto. Direct mail door hangers shaped like Harlequin novels were also distributed.

Both programs steered viewers to PeekFreans.ca. There, visitors can enter a contest to win a trip to one of three locales featured in new Harlequin works.

The site also contains product information and downloadable versions of Montana Royalty, the latest in Harlequin’s Intrigue line of books. The novel is available in standard or PowerPoint formats.

This follows last year’s “As the Cookie Crumbles” online soap opera project. It was meant to provide consumers with “a little treat and a way to indulge in the afternoon,” according to Farrah Bezner, senior product manager.

Revenues for Peek Freans Lifestyles grew nearly 74% last year over its 2007 sales, according to numbers from Kraft.