2 Min Read
Mac & Cheese for Breakfast?
With COVID-19, parents have a lot on their plates.
Kraft recently launched a campaign to be top of mind for multi-tasking moms and dads by leaning into its long-time reputation as an easy and affordable pantry staple.
Kraft surveyed parents and asked an ingenious question:
Are you giving your kids mac & cheese for breakfast more because of COVID-19?
It turns out 56% of parents are.
That single survey question kicked off a campaign that included removing “Dinner” from the Kraft Mac & Cheese box for the first time and a promise to donate up to 1 million packages to Feed the Children.
A Good Customer Survey Creates a News Hook
The survey checks all the right blue boxes. It offers a lighthearted COVID-19 news hook related and reinforces Kraft’s brand promise to parents – a quick, affordable meal kids will love at any time of the day.
It also positions the company as a brand parents can always count on when times are tough.
Believe it or not, this reputation is baked right into Kraft’s history.
Depression-era Mac & Cheese
During other hard times in American history, parents turned to Kraft Mac & Cheese to feed their kids. Kraft first introduced its boxed macaroni and cheese during the Great Depression. The fact that it could serve a family of four for only 19 cents helped the company sell 8 million boxes in one year alone.
When the U.S. imposed rations on Americans during World War II, families had to make do without meat and dairy options. Kraft’s Mac & Cheese once again and helped parents keep kids happy and fed when sacrifices needed to be made.
During COVID-19, Kraft can once again provide stability to families during a difficult time. By appealing to the realities of parenting in 2020 and looking to its brand history, Kraft reinforces why so many parents and kids consider boxed macaroni and cheese an integral part of their childhoods.