Posted by Dale Buss on November 6, 2013 05:42 PM
Kraft's Macaroni & Cheese long ago was identified by critics as a paragon of junk food wrapped in the guise of a comfort food. Sure, it was the favorite, filling and inexpensive lunch of many Americans—but it was rife with fat, sodium and artificial dyes.
Well, now Kraft can feel a bit better about its iconic mac-and-cheese offerings for at least a couple of reasons, one of its own doing and the other an outside endorsement. And considering both of them, Kraft now is sitting closer to the edge of a new dynamic in the CPG business in which brands let "natural" products speak for themselves.
Turns out that Kraft Mac & Cheese, apple slices and Nestle bottled water, a combination offered by Arby's, was deemed the healthiest lunch for kids by researchers in an update of a Yale study of childhood obesity. There's some confusion, MarketingDaily said, about whether such a combination actually is offered at any Arby's. But in any event, Mac & Cheese came out looking pretty good. (The worst combination meal, meanwhile, was a McDouble with french fries and Hi-C Orange Lavaburst from McDonald's.)Continue reading...
Posted by Shirley Brady on February 13, 2012 10:01 AM
Here's another novel Valentine's Day promotion — Kraft is running a Twitter-based campaign with brand voice Ted Williams. The "homeless to Hollywood" voiceover phenom is reading fans' Valentine's Day Tweets tagged #voiceoflove and for every tag, Kraft will donate 100 boxes (up to 100,000 in total) of Kraft Macaroni & Cheese to Feeding America. Check out one example below and more on KMC's YouTube channel.Continue reading...
Posted by Shirley Brady on May 12, 2011 05:00 PM
Above, the latest "trash talking" spot from New Era Caps featuring Alec Baldwin and John Krasinski.
Below, new commercials from P&G, Ford, Dr. Pepper, Kraft and more.Continue reading...
brand of crazy
Posted by Abe Sauer on January 5, 2010 10:37 AM
The last week of any year takes on an added level of significance as we naturally speculate about the past and future of our lives, both personal and professional. And for those of us who make a living in the branding industry, the following headline from last week should inspire us to reflect, and perhaps pour a stiff drink:
"Kraft Foods poised to sponsor Texas Stadium demolition."
Yes, this is a real story of a brand sponsoring the explosion of an old building. Yes, this is where we've come.
But wait, the comments from the sponsor make it even better worse.Continue reading...