Kraft Made a Candy-Coated Mac & Cheese for Valentine's Day

Send a bouquet of roses on Valentine’s Day? That’s so unimaginative. Life-sized teddy bear or heart-shaped photo frame? Yesterday’s news. Kraft thinks consumers should skip saccharine gestures like these and go straight for the sweet tooth this year. The heritage brand, which has surged in popularity during the pandemic, just launched a limited-time, candy-coated product as its latest lockdown stunt. Candy Kraft Mac & Cheese, a bright pink version of the flagship product, comes on the heels of the brand’s pumpkin spice flavor that sold out its small-batch run of 1,000 boxes in Canada in October. The new product, free for the taking via an online lottery, adds a candy packet to the original pasta noodles and powdered cheese ingredients. Mixing it together and watching the hue transformation is, ostensibly, part of the fun, and Kraft is encouraging people to give it to their sweethearts on the romantic holiday. ("No more noodling on what gift to buy," says the brand's statement.) We’ve created what might be the cheesiest Valentine’s meal ever, both literally and figuratively.Brian Neumann, senior brand manager, Kraft Heinz The sweet and savory combo is the brand's latest effort to insert itself into pop culture and “relevant conversations,” according to Brian Neumann, senior brand manager, brand build and innovation, Kraft Heinz. “By combining the color and flavor of Valentine’s Day with our one-of-a-kind iconic cheesy taste, we’ve created what might be the cheesiest Valentine’s meal ever, both literally and figuratively,” he said in a statement. The stunt comes from agency Rethink, which has added a twist for Canada, where the product is known as Kraft Dinner. Consumers there will be able to “sweet talk” the brand on social media to get a free box, or check CandyKD.ca for a chance to win. Stateside, CandyKraftMacandCheese.com is doling out product while supplies last, with delivery promised by Feb. 14. Kraft Mac & Cheese, an ultimate comfort food perfectly suited to stressful times, has been on a marketing roll during the coronavirus public health crisis. Working with VaynerMedia, the brand created a cheeky campaign last August that acknowledged what was already happening: Parents were turning to the product as a breakfast staple because kids would actually eat it without complaint. Less successful was its fall tie-in to National Noodle Day from startup agency Mischief. The brand erased all traces of its “Send Noods” campaign after social media backlash, with critics saying it “sexualized mac ’n’ cheese” and was inappropriate and “predatory” toward children. Kraft responded publicly by saying: "We sincerely appreciate and hear all of your feedback. The content will be removed from our channels." CREDITS: Client: Kraft Heinz Agency: RethinkManaging partner, national CCO: Aaron Starkman Managing partner, ecd: Mike Dubrick Creative directors: Loretta Lau, Allan Topol Art director: Nick Noh Writer: Jordan Darnbrough Designers: Erin Maguire, Brie Lim, Erin Struble French writer: Karine Doucet Strategists: Sean McDonald, Hannah Newport Producer (in-house): Narine Artinian Production company: Fuze Reps Photographer: Chris Robinson Producer: Nicole Gomez AccountServices:Amy Greenspoon, Group Account DirectorKai de Bruyn Kops, Account DirectorAllie Kennedy, Account ManagerClient:Nina Patel - Head of Brand Build and InnovationBrian Neumann - Senior Brand Manager - MealsIshani Patel - Brand Manager – Kraft DinnerMatt Carpenter – Director – Quick Prep MealsMartina Davis – Brand Manager – Kraft Mac & CheeseEmily Violett - Senior Associate Brand Manager - Kraft Mac & CheeseHayley Gregory – Social Media Manager – Kraft Mac & CheeseMaya McDonald – Brand Activations Lead

Product Innovation

Candy-Coated, Bright Pink Mac & Cheese? Kraft Cooked It Up for Valentine's Day

The sweet-and-savory flavor is the latest marketing stunt from a brand thriving in lockdown

T.L. Stanley

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T.L. Stanley