Cluttered dorm room shelves around North America are about to be re-introduced to the greatest post-secondary foodstuff since the Ramen noodle. Kraft has quietly introduced a new social media marketing campaign focused on one of their most beloved figurehead products: Kraft Dinner. The yummy, creamy and cheesy delight has had a well-followed Facebook page for a long time now but the latest foray into the social realm sees Twitter as the tool.
“Under a new program quietly rolled out over the past few weeks, any time two people individually use the phrase “mac & cheese” in a tweet, they’ll each get a link pointing out the “Mac & Jinx.” The first one to click the link and give Kraft his or her address gets five free boxes of Kraft’s mac and cheese and a T-shirt.” – Mashable
“KD” has been a staple of Canadian cuisine for decades (74 years to be exact!) and is known as “Kraft Macaroni and Cheese” in the United States. Based on the specific Twitter keyphrase (“mac and cheese”) which will trigger the auto-tweets from Kraft, it looks like this effort is specifically targeting an American audience. Hardly surprising since Canadian babies are summarily issued a box of KD with their birth certificate. Brand recognition for this particular product is definitely not an issue North of the border, is my point. As a lifelong fan myself, I’m going to enlist the help of a friend, give this a try and get back to you.