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Kraft Dinner begins spoon promotion

Kraft Heinz has begun a new promotion in Canada for its Kraft Dinner macaroni and cheese product line. According to the company, the promotion is intended to appeal to consumers to prefer to eat the product with a spoon rather than a fork. The effort includes limited-edition packaging featuring an image of a spoonful of macaroni and cheese instead of the usual fork. The promotion also includes social media activities.

“As Canada's official unofficial national dish, it's no surprise that consumers crave KD and are passionate about how they eat it,” said Jerome Skeene, brand manager for Kraft Dinner at Kraft Heinz. “We're always looking for unique ways to provide Canadians with an opportunity to eat KD their way and, after uncovering the divide between spoon and fork eaters, we knew we needed to make this 'fork-up' right. Today, we're excited to launch Spoon KD and meet the needs of the millions who prefer to scoop their favourite, cheesy noodles.”

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