Macaroni and cheese isn't traditionally one of the first things that comes to mind when it comes to breakfast food, but this is something Kraft Mac & Cheese hopes to change with new branding. The brand will be replacing the word 'dinner' on the box with 'breakfast' after an extensive study done with 1,000 parents found than 56% of them had served their kids the meal for breakfast. The brand is celebrating these findings with a campaign to win a Breakfast Box of macaroni and cheese by simply using the hashtags #KMCforBreakfast and #Sweepstakes on Twitter between August 4 and 7, 2020.
The Kraft Mac & Cheese branding promotion will also see the brand donating 10 boxes of macaroni and cheese to Feed the Children every time the above-mentioned hashtag is used up to a maximum of one million boxes.
Image Credit: Kraft
Key Themes Behind This Trend
- Breakfast Meal Expansion
- Opportunity for other prepackaged food brands to explore new breakfast options and rebrand their products targeting breakfast consumption.
- Changing Eating Habits
- Opportunity for food manufacturers and retailers to adapt their products and marketing strategies to cater to changing consumer behaviors, such as serving non-traditional meals like macaroni and cheese for breakfast.
- Social Media Marketing
- Opportunity for brands to leverage social media platforms like Twitter to engage with their consumers and run promotional campaigns to generate brand awareness and encourage user participation.
Where This Applies
- Prepackaged Food
- Disruptive innovation opportunity for prepackaged food manufacturers to create and promote new breakfast options that challenge traditional meal norms.
- Food Retail
- Opportunity for food retailers to create dedicated sections or promotions for breakfast-related products, capitalizing on the changing consumer preferences for unconventional breakfast choices.
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to develop innovative campaigns that leverage social media platforms to engage with consumers and drive brand awareness for unconventional breakfast products.
