Kraft Macaroni & Cheese is the all-American favorite cheesy pasta dish. Kraft Foods introduced this classic dinner to the market in 1937. Kraft Foods is an American multinational food and beverage conglomerate headquartered in Northfield, Illinois. The company has brands in about 170 countries and includes top sellers such as Nabisco, Oscar Mayer and Philadelphia to name a few. Kraft Macaroni & Cheese always does an awesome job with their advertising from memorable commercial jingles (I’ve got the Blues), the large noodle guerrilla tactic and now on to social media. The purpose of their latest social media campaign is to promote the pasta’s 75th anniversary. Kraft has decided to hand their social networking accounts over to two “Old Birds” who have been eating Mac & Cheese ever since it was launched, 75 years ago. The brand hired Frankie, 87, and Dottie, 86, to handle the day-to-day Facebook, Twitter and YouTube accounts. The campaign has generated a lot of buzz check out the media coverage here:Marketing Magazine and Ad Wee
Kraft Mac & Cheese does an awesome job engaging with their followers on both Facebook and Twitter @kraftmacncheese. Currently on Facebook, Mac & Cheese has 969,577 Likes with 22,411 people talking about the page. They post about two to three times a day. The content of the posts incorporate mac & cheese with current events asking questions, posting pictures from fans and videos from Frankie and Dottie. Generally, the Twitter account takes the same approach. They tweet one to two times a day the same topics, videos and pictures they are posting to Facebook. The Old Birds campaign has focused on producing videos of the two ladies engaging with social media, the call to action at the end always includes both their hashtag #oldbirdsnewtweets and Facebook address. The Twitter hashtag is significantly larger in size then the Facebook address, clearly encouraging the audience to follow and engage with the campaign on Twitter. Despite this call to action, the campaign receives much more engagement on Facebook. Videos are posted of Frankie and Dottie as they learn about social media along with funny quotes by the two and pictures.
Meet the two Old Birds
The purpose of the campaign is to increase engagement of the brand on both Facebook and Twitter. Videos are created of Frankie and Dottie as they learn the different aspects of social media. The videos and quotes posted by the two has generated a awesome amount of engagement on Facebook mainly seen in the increase of shares; however, other content unrelated to the campaign has received more Likes, comments and shares. During the campaign the following post marked as a milestone on Timeline received the campaigns highest engagement with 971 Likes, 87 comments and 107 shares.
Compared to other brands, Kraft does a good job of replying to their audience. Within the comments, Frankie and Dottie would reply to fans questions and provide other videos and links to increase engagement with them. The genuine interest the brand has for it’s followers is probably why Kraft Mac & Cheese is still an American favorite after 75 years.
I think this is an awesome campaign because it takes an unconventional, side door approach to celebrating a 75th anniversary. While other brands such as Oreo celebrate 100 years with a birthday party campaign, Kraft Mac & Cheese has hired two witty “Old Birds” to take charge of their social media. They video blog about the two as they experience social media and learn about the web. The videos are hilarious because it showcases their personality and reveals to us that mac & cheese is for everyone. The videos have been the most successful part of the campaign and have greatly increased the amount of shares. The brand is doing a great job with engagement and I was excited to see that Frankie and Dottie were responding to questions on both Facebook and Twitter and providing links to their audience. This interaction is crucial and is what separates mediocre brands from the pros. Overall, I love what Kraft Mac & Cheese did with this campaign and can’t really think of a way to improve their interaction. Keep up the good work!