What's a Food Hack and why is Kraft featuring them in their new campaign?

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

Will correcting a misconception sell more cream cheese?

Philadelphia Cream Cheese just launched a new campaign focusing on its fresh ingredients.  The ads will highlight several key brand features – all fresh ingredients including local milk and real cream, minimal preservatives, and six days from farm to market.  (Lukovitz, 2013)

The approach is based on research which indicated that people think cream cheese is a highly processed food.  It replaces a campaign that employed an emotional approach and featured multiple generations cooking with and enjoying the brand, so it’s a big departure.

Here’s the ad:

http://www.youtube.com/watch?v=w4OCAhUqhxc

What do you think?  Is it a smart move?  Will it work?

Lukovitz, K. (2013, January 31)  Philly Cream Cheese Campaign: We Set the Standard.  mediapost.com.  Retrieved February 6, 2013, from http://www.mediapost.com/publications/article/192355/philly-cream-cheese-campaign-we-set-the-standard.html?edition=56075#axzz2KAEJp1S6

Are you a good candidate for Macsurance?

6/30/11

You may have seen some commercials over the past year for Kraft Mac & Cheese, based on the insight that adults love the stuff, but feel that they can’t make it for themselves, so they sneak bites when they make it for their kids. I have to say they reminded me of the old days when my dad would always tell me that he had to taste my French fries to make sure that they weren’t poisoned!

This summer Kraft is building on the campaign with a clever movie tie-in, offering insurance for kids that are in danger of having their mac & cheese stolen. The effort includes a pre-movie video, coupons and a macsurance certificate. The program will run in 13 of the summer’s PG rated blockbusters to reach moms and kids. And, fans over 18 can access the program through Facebook as well. (Lukovitz, 2011)

So what do you think? Are you a closet mac & cheese lover, or do you know one? Is this a good way to get kids to lobby their parents for more mac & cheese? Will you “like” the brand on Facebook even if you don’t have kids yet?

Lukovitz, K. (2011, June 20) Kraft Mac & Cheese Offers ‘Macsurance’. mediapost.com. Retrieved June 29, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=152696&nid=128028

Another reason agencies need to perfect long-form content.

5/6/10

This week Kraft Foods began running two – to – three minute videos in movie theaters. Prior to the cinema debut of Alien Field Trip, the video had recorded 47,000 views in three weeks on YouTube. After the weekend, views leapt to nearly 124,000. (Lukovitz, 2010)

It probably didn’t hurt that the video includes a contest for free field trips. Now that’s synergy!

http://www.youtube.com/results?search_query=alien+field+trip&aq=f

Lukovitz, K. (2010, May 3). Kraft Cinema Program Debut Drives Interactivity. mediapost.com. Retrieved May 6, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=127361&nid=113937

Which is more effective; targeting the user or the buyer?

4/6/09

On March 26, Ralcorp Holding announced that they were launching a new campaign for Post Grape Nuts cereal, targeting men, who apparently have been the primary eaters of the product all along.

The web based campaign features a special website on MSN with dozens of two minute videos hosted by ESPN personality Kenny Mayne. The site offers “The Guy’s Manual” with tips on topics like restoring cars, and advice on things such as how to ask for a raise during a recession. Print ads will run in Sports Illustrated. The new tagline, developed by Ogilvy & Mather is: “That takes Grape Nuts”.

Before the brand was bought last year, Kraft ran advertising for it targeting women gatekeepers with ads on daytime soaps and Oprah, focusing on a healthy eating message. The premise was that since they women were doing the buying, they were the decision makers. But are they? I usually ask my husband what cereals he would like before I go to the store. The article referenced below, was written by a man who thinks it’s about time. What do you think?

Seymour, C. (2009). Grape nuts: New Advertising Campaign Targets Men. ultimateworkathomedads.com. Retrived April 6, 2009 from
http://ultimateworkathomedads.com/gold/archives/219