Kraft Mac & Cheese’s attempt at being a bit frisky by suggesting its fans “send noods” vanished soon after some parents expressed their displeasure over the play on words.
The campaign was a quick, racy gamble for the brand. Which was entirely the point.
The Kraft Heinz brand hired Mischief @ No Fixed Address to find a fresh way to promote its mainstay mac & cheese around National Noodle Day, which was Oct. 6. The effort encouraged people to reach out to friends and family by sending “noods”—boxes of Kraft Mac & Cheese.
Kraft was clearly aware of the homonym it used. In an online video for the campaign—now deleted from the brand’s social channels and YouTube page—former “Saturday Night Live” star Vanessa Bayer speaks about sending “noods” not “nudes.”