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All traces of Kraft Mac & Cheese’s tongue-in-cheek “Send Noods” campaign that debuted last week in time for National Noodle Day have been erased from the brand’s social media channels as a result of backlash the brand received.
The campaign, created by recently founded agency Mischief, asked people to send comfort food in the form of Kraft Mac & Cheese to loved ones. Of course, the play on words is what made the marketing push stand out—and apparently what caused problems.