Marketing in the News - Kraft Mac and Cheese
To summarize the article its about this idea of "Help Yourself" and their ads that have their noodle as a smile transform problems or difficulties of life into more positive things. For example they us "rush hour" morphs into "happy hour." The branding idea is that no matter what your going through, your age, or any other situations, Kraft Mac and Cheese wants you put yourself first and what makes you feel good. Kraft Mac and Cheese has been leading people away from this perception that a comfort means lazy or bad for you. They are telling real connective stories that all people can relate to in their new ads, and its making waves with their clientele.
For Kraft reminding their respective audiences of their relationship with Mac and Cheese no matter how you came into contact with it is the biggest key to the company's success. They grow over 8% from 2021 to 2022, and sells over 1 million in boxes every single day. Kraft's Mac and Cheese is expected to continue their rise in 2023.
The value proposition for Kraft is to keep their products "real", and even more so "relatable". Their using the original Noodle that we all know and love. They turned the struggles that everyone encounters at various ages, or situations in life, we can all relate to and flipped this negative into a positive with the help of their trusted iconic noodle.
Kraft Mac and Cheese is doing exceptional job with their "Help Yourself" campaign. The Brands iconic offering with consumers from a nostalgic level, paired with their new idea of comfort doesn't mean lazy and bad for has been their centerpiece helping them come up with various creative stories that they use to relate to their customers. It doesn't matter if your a single guy in your 20's or if you have a full family, there is a story that can be told that you can relate to.
The initial challenge that Kraft Mac and Cheese was facing was the stereotype that if its a comfort food like Mac and Cheese your being lazy, or its bad for you. Kraft has come up with ways to prove this wrong. They use a large range of tactics like lower sodium or less fat options. Then they had the added challenge of communicating this with their consumers. They did wonderfully with the "Help Yourself" ads and campaign. They painted the new image that helping yourself should always come first and let us tell your story with the help our Noodle.
The marketing approach was very unique. I remember the nostalgic feeling of making my first bowl of Mac and Cheese. This is exactly what I believe Kraft was going for. It's mac and cheese you couldn't find someone today that hasn't had some version of it. It appeals to such a wide audience anyone that is going through struggles at all can relate their ads and new slogan "help yourself".
Kraft Heinz did a great job at turning old product like Mac and Cheese into something that can bring us together and tell stories. It's hard to critique something that was so successful. If I had to change anything I wouldn't, but going forward to keep this narrative they are writing moving forward give some real world examples or a ad showing a family getting through some struggle with their future ad's that would keep it relatable make it seem even more "real".
What I learned doing this assignment was that there was so many companies hurting during the pandemic, but the ones that were creative and were willing to make changes didn't just get through it they are now thriving more than ever. To use a simple noodle that everyone recognizes, the way Kraft has is truly eye opening. Key takeaway for me was just how relatable you want to be with your consumers these days. You need to be relatable to keep them interested, because these days there are so many options. This stood out to me because I have memories of Mac and Cheese and remember my mom bringing home that box from the store and cooking it together. It just has a feeling of comfort with it. They also did well with 6sec to 15sec ads that can tell all kinds of stories that we can all relate to. I also learned that branding alone won't keep you in business. Kraft Mac and Cheese was struggling early in pandemic, so Kraft Heinz rolled the dice and redid the framework now they are stronger than they ever have been.
https://www.marketingdive.com/news/kraft-mac-cheese-marketing-help-yourself-campaign/640526/
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