Extra Credit Blog
After three years in the making, Kraft Mac & Cheese has created a cleaner version of their famous Mac & Cheese recipe, and no one even knew about it. The campaign focused on a “stealth health” strategy where it did not reveal the difference in ingredients on the front of the box until after enough of their key customers had tried it. This strategy was extremely important because with Kraft Mac & Cheese’s customers, they typically do not care about eating clean, but grocery stores and other consumers are switching their values for food.
Kraft wanted customers to try the Mac & Cheese first, and realize there is nothing different about the taste before revealing their change in recipe.
The “stealth health” strategy is one that I have never heard before. It is very interesting to see how health trends are changing and how companies need to keep up and change to stay afloat.
These days, customers want transparency when it comes to their food purchases forcing companies to change their packaging and core ingredients. In my opinion, this is a step in the right direction for America’s health issues and dietary issues. Companies have been hiding their unhealthy ingredients for far too long.
This also allows for PR and Communications Professionals to get creative with their campaigns and think outside of the box.
Image source: http://www.mobilemarketer.com/cms/news/social-networks/22403.html