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,...