Macaroni And Cheese

Kraft Mac & Cheese: A Marketing 50 Case Study

After years of touting premium versions of the classic staple, Kraft Foods has reformulated the original blue-box Macaroni & Cheese, tweaked packaging and launched new marketing with the mom-friendly slogan "Mama's in the kitchen making mac 'n' cheese."

Since then, Kraft Foods has posted four consecutive quarters of share gains for theproduct, which had been languishing. Kraft dry macaroni and cheese mixes have boosted sales by 11.8% this year, as of Oct. 5, to $167.9 million, according to Information Resources Inc.

Kraft now sells more than 1 million boxes of the product each day. Kraft Foods CEO Irene Rosenfeld continually links Kraft Macaroni & Cheese to her company's resurgence in 2008.

The marketer has "made asignificant improvement in quality across our Kraft Macaroni & Cheese products by focusing on the cheese -- which is what consumers especially love about our product," says Mary Sagripanti, senior director-dinners at Kraft Foods.

The executive adds that advertising from DraftFCB, Chicago; line extensions; and promotions have been key to the 2008 marketing plan.

Classic Macaroni &Cheese has become a point of departure for extensions such as Kraft Macaroni & Cheese crackers as well as Italian- and Mexican-flavor versions of the popular pasta product. "We are thrilled by the results," says Ms. Sagripanti, 43.

The product improvements probably couldn't have come at a better time.

With trouble in the economy, more consumers are trolling supermarket aisles forconvenience and value. As Macaroni & Cheese fits both needs, it's given investors another reason to look favorably on Kraft as it negotiates a tricky turnaround.

http://adage.com/article/print-edition/kraft-mac-cheese-a-marketing-50-case-study/132451/

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Q&A: KraftTalks Twitter, 'Mac & Cheese TV'

Kraft on March 28 generated considerable buzz with an experiment to include tweets about macaroni and cheese in TV ads on the same day they were tweeted. The spots ran during TBS's late-night talk shows "Conan" and "Lopez Tonight," and the same marketing sequence was repeated the following day and night.
In an effort led by agency Crispin Porter + Bogusky, atotal of 10 commercials were produced in two days. (Watch one version below.) Two of them appeared on TBS, while the remaining eight have been available on Kraft's Facebook page for its "Macaroni & Cheese" product line. Kraft called the initiative "Mac & Cheese TV."
ClickZ reached out to Noelle O'Mara, senior brand manager for Kraft Macaroni & Cheese, and asked her about the unusualcampaign. Here are excerpts from the Q&A:
ClickZ: What is the key marketing goal behind Mac & Cheese TV?
Noelle O'Mara: Engaging our fans in the digital space, where they are most active, has become increasingly important in reaching the Kraft Macaroni & Cheese consumer. Unconventional social media programs, such as Mac & Cheese TV, enable us to continue to have a two-way dialoguewith them.
CZ: Why is infusing tweets into TV spots good marketing for the brand?
NM: Our creative ideas are always inspired by how our consumer uses, thinks about, and relates to our brand. There is nothing more "real-time" about how our consumer does this than through Twitter.
CZ: What metrics did you pay attention to in order to deem whether or not Monday and Tuesday night's TBS ads were asuccess? What does the sentiment data say about people's reactions on Twitter and Facebook to the Mac & Cheese TV spots aired?
NM: While we consider our campaign analysis proprietary, we are tracking consumer awareness and engagement with both the brand and the program. Initial read of the program has been very positive already generating 10 [million] impressions and receiving very positive...