Kraft Macaroni & Cheese: New and Not Improved

Kraft Heinz, a food processing company, increased sales and successfully launched its new recipe Blue Box Mac and Cheese in the US by creating the biggest blind taste test in history.

Advertiser: Kraft HeinzBrand: Kraft Macaroni & CheeseAgency: Crispin Porter & BoguskyCountry: United States

Objectives

  • Sales: Increase sales vs previous year
  • Marketing Objectives: Reverse downward trends in Household Penetration.
  • Communications Objectives:
    • Image + Awareness: Mitigate loyalist concerns about the new recipe while building awareness among switchers.
    • Ad Testing: IPSOS ASI Copy Effect Index (CEI) score above norm (120+).
    • Post Testing: Nielsen Brand Effects scores on general and branded recall and brand linkage at or above norms.

In 2015, Kraft Macaroni & Cheese faced the same challenges...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands