Macaroni and cheese is one of those classic comfort foods that kids love and adults love to remember. Kraft Foods has long been its champion, and has recently launched a national and localized advertising campaign geared toward adults to recapture the magic. Rather than a simple TV ad campaign, the company has chosen to go in all directions, with outdoor billboards, Internet advertising, social media marketing, print ads and even some unconventional methods. It is an all-out multi-media blitz.
Anyone watching the season finale of American Idol this week saw the campaign’s on-air kick-off. According to the New York Times, the company plans to drop more than $50 million on their Kraft Macaroni and Cheese product promotions this year. The company is showing a great example of how advertising diversity can boost a brand, and is clearly going after the most popular venues to air their wares.
It seems that each of the different types advertising is geared toward adults in a slightly different demographic, but appeals to a wide cross-over audience. In social media, for example, the company is focused on Facebook and Twitter users. Their “You Know You Love It” website has a mobile-friendly set-up for those on the go. It is also touches toward the head of household-types through classic Internet marketing with recipes and an online game that features instant coupons for the winner. For the offline versions, look to the print and billboard ads that tout “The most fun you can have with your stove on.” Giant macaroni sculptures are appearing in large cities and sports venues.
Kraft has changed its focus from being an economical food to one that is fun and whimsical. Firing on all cylinders, they are using both ends of the advertising spectrum to garner attention and boost the sales of not only their familiar blue box, but the entire mac and cheese line. It is clear from the diversity in marketing methods that Kraft means business. After only a few days into the campaign, it already appears to be working.