Kraft Macaroni & Cheese: The Largest Blind Taste Test Ever CARA MAHON
The Most Famous Mac & Cheese Kraft Macaroni & Cheese is more than 75 years-old. Recognizable in its iconic “Blue Box.” The brand boasts a loyal customer base, but also wants to reach consumers who want a “healthier” product. Photo from KraftMacandCheese.com
How Do You Change An Iconic Brand? After Kraft announced it was changing its macaroni and cheese formula in April 2015, it received customer backlash. The company knew it had to create a unique campaign to get loyal customers on board. The “Largest Blind Taste Test” concept was born. New recipe hit shelves December 2015, but Kraft didn’t tell consumers. Photo from KraftMacandCheese.com
The Big Reveal On March 7, 2016, Kraft announced that it had been selling its new and improved macaroni and cheese recipe for three months, and hardly anyone noticed. Kraft used a creative Integrated Marketing Communications Campaign to share their announcement. Paid Media – television, print and online advertisements Owned Media – social media, website, revamped packaging design Earned Media – press releases garnered media mentions in most major news outlets
Television Ad Also available online. Went viral. Featured celebrity, Craig Kilborn. Click photo above to see video on YouTube
Online & Print Advertising Example
Promotional Video Available online. Longer form than television commercial. Click photo above to see video on YouTube
Social Media Posts & Themes Screenshots from Kraft Macaroni & Cheese Facebook page
Social Media (Continued) Screenshot from Kraft Macaroni & Cheese Twitter account. Posts & themed profile pictures and cover photos displayed the message. #DidntNotice #KraftMacandCheese
Website Redesign With New Messaging
Package Redesign
Media Coverage Mentions in major news outlets Covered: Initial announcement Sales results Campaign creativity
SWOT Analysis Strength: As an integrated marketing communications campaign, Kraft utilized earned, owned and paid media strategies to reach a large audience and reinforce its message. Paid ensured customers saw it; earned ensured it was a trusted message; owned built a forum for creativity, fun and transparency. Weakness: By utilizing owned media in the form of social media networks, some of the conversation power was shifted to consumers which resulted in negative comments and feedback. (See below). Opportunities: By adding a unique twist and announcing the “taste test” after it was executed, Kraft created a humorous campaign that would tell consumers that they already liked the product. Large positive publicity if successful. Threats: Many other brands have failed at announcing major changes to products. Some customers might be upset that Kraft “pulled a fast one.”
The Importance of Kraft’s Campaign The grocery industry is quickly changing to accommodate more health- conscious consumers. Brands need to take notice. Many legacy brands have changed their products in the past and received major backlash. By using creativity, Kraft proved that ingredient- change announcements can turn out successfully. Thanks to social media, brands’ conversations are controlled by consumers more than ever. Understanding and cultivating these communities is an essential strategy in effectively communicating a brand message.
Future Academic Research Kraft is only one example of a unique campaign that, so far, has proven prosperous. To create an effective equation for success, other brands must prove they can communicate a major ingredient change and please their customers, so researchers can study them also.