Mac N' Cheese: The world's largest blind taste test

Kraft, the food company, used PR to announce a Macaroni & Cheese recipe change in the US well after the change had actually occurred in order to show that the taste was still the same.

Campaign details

Advertiser: KraftBrand: KraftAgency: Olson EngageCountry: United States

Synopsis

While most brands celebrate removing artificial ingredients, Kraft Macaroni & Cheese was worried about alienating loyal customers. So it sold 50 million boxes before saying anything to prove that "it's changed, but it hasn't," and sales soared.

The Situation

In April 2015, Kraft Heinz announced it intended to remove all artificial preservatives, favors and dyes from its iconic Kraft Macaroni & Cheese. Replacing yellow five and yellow six with natural ingredients like turmeric and annatto is the sort of news most brands would...

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