Case Studies

Food and Beverage PR Case Study

KRAFT Macaroni & Cheese Cheddar Explosion Explodes into History

Objective

Generate high-impact social and traditional media buzz for KRAFT Macaroni & Cheese CHEDDAR EXPLOSION, positioning this new variety of a classic favorite as a cool alternative for family meals.

Approach

• Hunter PR aligned the product with an event so “explosive,” the media results were destined to be “dynamite”—the implosion of the Dallas Cowboys’ former home, the legendary Texas Stadium.
• We held a nationwide Facebook-based essay contest, searching for one dynamite kid who made a positive difference in his community and offered him the opportunity to push the detonation button.
• In addition to pre-event media, winning kid Casey Rogers brought down Texas Stadium with the push of a button and set off a media frenzy that coincided with the official Kraft Macaroni & Cheese Dinner Cheddar Explosion product announcement.

Results

• KRAFT Macaroni & Cheese CHEDDAR EXPLOSION achieved 50% brand awareness in the days following the implosion and prior to any paid media support.
• The program drove 180,000 new Facebook fans within its first week and 300,000 fans in three months.
• Media efforts generated 210 million media impressions, including media coverage in USA Today, CNN, Inside Edition, Fox & Friends, Bloomberg, ESPN, Yahoo! News and Dallas Morning News.

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Tags

• Food & Beverage
• Food & Nonalcoholic Beverage
• Media Relations
• Brainstorming & Idea Generation
• Social & Digital Media
• Equity