Kraft’s cheesy idea for Valentine’s Day

Who: Kraft Heinz with Rethink, The Colony Project for PR and Carat for media. 

What: A social and PR-driven giveaway of pink, candy flavoured Kraft Dinner. 

When & Where: The campaign went live today (Jan. 27) with a social and earned media push, with the special Candy Kraft Dinner handed out to winners until Feb. 14. The campaign was developed by Rethink in Toronto, but Kraft is running the promotion in Canada and the U.S.

Why: Kraft got a lot of attention in the fall with a similar stunt release of Pumpkin Spice KD. So why not figure out a new seasonal connection and try it again?

What’s the connection this time? Valentine’s Day might be the cheesiest day of the year, and as Canada’s favourite cheesy dish, we wanted to join in the fun,” said Brian Neumann, senior brand manager, brand build and innovation, Kraft Heinz. 

How: In total, Kraft is giving away 860 boxes of candy KD. To start, consumers have a chance to win one of the 50 boxes by following KD on Twitter, Instagram or Facebook and submitting a Valentine’s Day poem or pickup line. Other boxes will be given away in online drops at starting Feb. 1. Winners receive a KD kit containing KD Original and a “Candy KD Boost Pack” in a heart-shaped box. In return, Kraft gets a lot of millennials who grew up on KD sharing “did you see this?” messages about pink KD. (Kraft puts the prize value at $10 a kit.)   

And we quote: “By combining the colour and flavour of Valentine’s Day with our iconic one-of-a-kind cheesy taste, we’re excited to give Canadians a new way to show their love this year, with Candy KD.” — Brian Neumann, senior brand manager, brand build and innovation, Kraft Heinz

David Brown