Have you noticed a lot of Kraft-related stuff lately?
Over the past couple of weeks, Kraft Mac & Cheese has been executing the “Mac & Jinx” program. Two people who tweet the phrase “mac & cheese” get a link to “Mac & Jinx” with the first one to clickthrough getting a free t-shirt.
And last week, Athenos, the hummus brand released a number of new advertising spots that caused controversy, particularly one where a Greek grandmother said that a young woman was dressed “like a prostitute.”
Maria Anagnostopoulos, program director at The Greek Institute, told USA Today that the commercials were “not appropriate from a Greek perspective.”
“Athenos has taken a very different approach to marketing this year with a creative campaign centered on what the Athenos brand stands for, which is products made the Greek Way – simply and with respect for ingredients,” a spokesperson for the brand told us in an e-mail.
“Creatively we bring that to life through a funny, witty, yet relatable traditional grandmother, Yiayia, to establish a stronger connection between us and consumers.”
The e-mail went on to say that there are no plans to change the campaign “due to the largely positive response.” Edelman is providing Athenos with PR support* and Athenos is supporting the brand and its products with social media, in-store outreach, and other marketing initiatives.
So for better and a little bit of worse, Kraft is spreading its consumer message far and wide. In fact, Kraft is launching Oreo cookies in India.
Another addition: There’s also the campaign for Kraft’s new water flavoring product MiO, which has a Facebook page with all sorts of info and video featuring a Will & Grace-era spokesperson, Sassy Gay Friend. Just Jack!
*Correction: Previously, the post stated that Edelman was working on PR as well as these other efforts. Edelman is only offering PR support. We apologize for the error.