Kraft Dinner - Marketing

Marketing

The product was originally marketed as Kraft Dinner with the slogan "a meal for four in nine minutes for an everyday price of 19 cents." It was renamed to Kraft Macaroni & Cheese in the United States and other countries. In several markets it goes by different names; in the United Kingdom it is marketed as Cheesey Pasta, while in Canada it retains its original name with the nickname KD.

The product is also heavily promoted toward children in the United States on television with the promotional name Kraft Cheese & Macaroni. When advertising to younger children, the television advertisement encourages the children to ask for "The Blue Box." In 2010 Kraft launched a $50 million multi-media marketing campaign with a nostalgia theme aimed at adults to promote all varieties of Kraft dinner. In Canada, Kraft has advertising programs intended to make the meal appealing to newly arrived immigrant groups.

There are regular promotional tie-in versions of the Kraft Dinner, aimed at kids. Packages have come with pasta in the shapes of various characters popular with children, such as Super Mario Brothers, Pokémon, the Rugrats, The Flintstones, Scooby-Doo, Toy Story, Blue's Clues, SpongeBob SquarePants, and the Fairly OddParents. Kraft Foods has also released many products under the product banner. These include other versions of macaroni and cheese with different shaped pasta and different flavors, but it has also included completely different dishes, such as spaghetti in several different flavors.