Its "Kraft is for Lovers" campaign, centered around new Macaroni & Cheese Big Bowls, tempts Mom and Dad with the promise of getting the kids fed and to bed in short order so they can indulge adult appetites. All they have to do is enter an online contest to win the dish before it rolls out to supermarkets in March.
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“We decided to launch our new Kraft Big Bowls early to give parents what they really want on Valentine’s Day,“ said Kelsey Cooperstein, a brand manager for the company. Nearly 90 percent of parents long to get up close and personal with their partner, but one in four claim children will get in the way, Kraft says.
"Want to get in some extra lovin' this Valentine's Day? Kraft Big Bowl Macaroni & Cheese is giving parents everything they need to get some uninterrupted Mommy-Daddy Time. "
The campaign capitalizes on a holiday where consumers are projected to spend record amounts, according to an annual survey released by the National Retail Federation and Prosper Insights & Analytics.
The trade group estimates consumers will spend an average of $196.31 on Feb. 14, up 21 percent from last year’s record of $161.96. Total cash outlay this Valentine’s Day is expected to top $27.4 billion.
Kraft is also giving away some romantic goodies including candles, rose petals and a card, "to help set the mood." The dinner, which takes three and a half minutes to cook and only uses water, will be readily available online the morning after Valentine's Day.