Case Study: Kraft and PR Heat Up Mac & Cheese Facebook Fan Page For New Product Launch, With Explosive Results

Dy-no-mite: Eleven-year-old Casey Rogers of Terrell, Texas (center), gets ready to trigger the implosion of Texas Stadium, officially launching the Kraft Macaroni & Cheese Cheddar Explosion campaign.  Photo courtesy of Hunter PR Company: Kraft Foods Agency: Hunter PR Timeframe: March - May 2010 The Kraft Macaroni & Cheese launch of its new product, Cheddar Explosion, had all the elements of a compelling campaign: an iconic food brand; Texas Stadium, until recently the home of “America’s Team”; passionate testimonials from moms; and a community minded 11-year-old contest winner, who would get to blow something up. Really, all that was missing was a dog. But yet the key driver of the campaign’s success would not be any of those elements. Instead a social platform that in its own right has become iconic— Facebook —would be the “hub” of the campaign.

Subscribe Now  |  Login

Comments Off

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.