Kraft Mac & Cheese is declaring itself a breakfast food in a move that might appeal to parents of picky eaters or, for that matter, to anyone who has abandoned traditional meal-time planning during the coronavirus pandemic.
This week, Kraft is updating its iconic blue box to read “breakfast” rather than “dinner,” officially declaring that the cheesy pasta meal is an appropriate breakfast choice. It marks the first time “dinner” has been replaced with “breakfast” on the box. The push comes as the product has been a strong seller during the pandemic, as people stock up on easy meals to make at home.
A 30-second spot lays out the premise, beginning with a calm morning complete with a melody from Rossini's "William Tell Overture." Then all hell breaks loose as the kids enter the scene. “It’s the same mac they love, but 100 percent more breakfastier,” the voiceover says, adding “because you 100 percent need a break.”
Through August 7, Kraft is giving away a limited-edition Kraft Mac & Cheese “Breakfast Box,” which includes a box of the specially-packaged mac and cheese, a placemat for kids to color, a magnet with breakfast topping suggestions such as crumbled sausage, bacon or scrambled eggs and a mug for serving. Select grocery stores will get the “breakfast” boxes next year, according to the brand.
The campaign comes from VaynerMedia, which has been Kraft Mac & Cheese’s lead social agency since March 2019.
While the breakfast play is new, parents know that restaurants such as IHOP serves the meal at all hours of the day. And the brand itself has been highlighting the product for lunchtime.
Still, in case there was a need to prove the concept, a recent survey of 1,000 parents found 56 percent have served mac and cheese to their kids for breakfast more often during COVID-19 times than they did before the pandemic, according to the brand.
Kraft also announced it would donate 10 boxes to hunger-relief organization Feed the Children for every use of #KMCforBreakfast on Twitter, up to 1 million boxes.