“The social promotion resulted in over 20,000 consumers across the country receiving boxes of America’s favorite Kraft Mac and Cheese. “For National Noodle Day last Tuesday, Kraft Mac and Cheese encouraged adults to send free noodles to loved ones to provide comfort and make them smile,” Kraft Heinz spokeswoman Lynne Galia said in a statement. 6, Kraft announced it planned to send boxes or coupons to the first 7,000 people who responded to on Twitter using the hashtags #SendNoods and #Giveaway or who signed up at the site (which is no longer up and running). Brand followers quickly responded with reminders of #SendNoods.Īccording to the numbers issued by the brand, at least, the campaign appeared to be a success. On Facebook, it posted a standard Kraft Mac & Cheese “smile” image on Monday. But it has tried to move past the campaign. After the backlash grew, the brand retreated. Kraft doesn’t seem to have issued a public apology. The effort also included digital ads on social networks and dating sites, along with out-of-home work in Chicago. Easy-to-prepare foods such as mac & cheese have been hits during the pandemic as people spend more time at home and crave comfort foods and quick meals for themselves and their families. The timing of the campaign, tying it to National Noodle Day, comes as Kraft has been doing well. You have to maintain true to your strategy and true to your target and really ask yourself ‘is this the right thing to do?’” When a campaign is done with an angle that is “intended to go viral,” you can’t pretend like it didn’t happen, says Denise Lee Yohn, a brand leadership consultant and the author of “What Great Brands Do.”īrands that are trying to be “progressive and contemporary,” she says, use social media in an effort “to prop up their cool factor. 12, that video and all other “Send Noods” ads appear to have vanished from social media.
0 kommentar(er)
