Kraft Dinner: Guilty pleasure

This case study explains how Kraft Dinner, the Canadian macaroni cheese brand, increased sales by expanding its appeal.

Kraft Dinner: Guilty pleasure

TAXI Canada

Situation analysis

Overall assessment

Kraft Dinner (KD) was at a standstill in Quebec (please see exhibit 1). Ten years with no consumer support will do that to a brand. Despite increased competition from premium macaroni and cheese brands and low-cost private label brands, KD was holding its own. Awareness and familiarity in Quebec were high, but KD's equity was suffering. KD was KD; it was a pop-culture icon, but its ubiquity was also its greatest weakness. In a culture that prides itself on its epicurean nature and deep enjoyment of the whole meal experience,...

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