Kraft Heinz begins Pumpkin Spice Kraft Dinner promotion
Kraft Heinz Canada has begun a promotion for its Kraft Dinner brand that features a pumpkin spice-flavoured macaroni and cheese. The product will be released in October exclusively in Canada. Consumers can add their names to a waiting list for the product online at <http://www.pumpkinspicekd.com>. One thousand entrants will be selected to win a prize package that will include a box of Kraft Dinner, a packet of pumpkin spiced flavouring, a packet of cinnamon spice topping, a fork and a coffee-style cup personalized with the winner’s name spelled incorrectly. The campaign includes social media content, out-of-home advertising placed near coffee shops and influencer activities.
“Canadians have always made KD their own way, and if that means making it with pumpkin spice, well, we’re all for it,” said Brian Neumann, a senior brand manager at Kraft Heinz Canada. “We’re not judgy so this pumpkin spice season, we decided to combine the one of a kind cheesy taste of KD with the most iconic flavour of fall and create Pumpkin Spice KD. It might sound ridiculous for a mac & cheese brand to be part of the PSL conversation, but that’s the whole point. Only 1,000 will be made. So, move over lattes and muffins, PSKD is the must try new flavour this fall.”