Kraft Heinz readies Candy KD contest
Kraft Heinz Canada has begun a Valentine’s Day promotion consisting of a limited-edition Candy Kraft Dinner. The product is pink and incorporates elements of candy flavour. It will be available in Canada from Feb. 1 to 14 and the the US as Kraft Macaroni & Cheese from Jan. 27 to Feb. 8. The products will be available through an online contest conducted at <http://www.candykd.ca> and social media. Consumer can enter by submitting a pick-up line or love poem. Winners will receive a kit in a candy-style box in the shape of a heart. This box will include a box of Kraft Dinner, a Candy KD Boost Pack and a fork.
The campaign was developed by Rethink. Canadian PR is being conducted by The Colony Project, with media work by Carat. In the US, PR is being handled by ABMC with media by Starcom and community engagement by The Kitchen.
“Valentine’s Day might be the cheesiest day of the year and as Canada’s favorite cheesy dish, we wanted to join in the fun,” said Brian Neumann, a senior brand manager at Kraft Heinz. “By combining the colour and flavour of Valentine’s Day with our iconic one of a kind cheesy taste, we’re excited to give Canadians a new way to show their love this year with Candy KD.”