A food hack is apparently a creative twist on an existing recipe. While they can be done for a variety of purposes -- to add nutrition, take out an ingredient, add flavor, etc., Kraft is focusing on food hacks that help budget-conscious consumers stretch their dollars further..
Kraft is rolling out a new content marketing campaign targeting what they are referring to as "strapped" consumers -- including Millennials and Hispanics. To do this they have added a sub-hub to their English language and Spanish language websites, which currently carry over 60,000 recipes -- half of which were consumer-generated.
While the effort includes a "share and win" sweepstakes, the emphasis of the campaign is drive people to the content. To this end, 6 and 15 second videos are being placed on Facebook, Tumbler, Pinterest and Twitter. Banner ads are running on desktop and mobile, and they have reached out to popular food bloggers. Interestingly, out-of-home efforts are running not only in traditional supermarkets, but also dollar, club and convenience stores. (Lukovitz, 2015)
So what do you think? Will you "twist a dish" with Kraft? Will anyone you know?
Lukovitz, K. (2015, March 10) Kraft Rolls Out Recipe Hub, Content Marketing Program for 'Strapped' Consumers. mediapost.com. Retrieved March 12, 2015, fromhttp://www.mediapost.com/publications/article/245363/kraft-rolls-out-recipe-hub-content-marketing-prog.html?print