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, from
http://www.mediapost.com/publications/article/245363/kraft-rolls-out-recipe-hub-content-marketing-prog.html?print
