Kraft Macaroni & Cheese has been getting a lot of mileage out of limited-edition wacky flavors in the past year, including with its pumpkin spice flavor last fall and its pink candy-flavored Valentine's edition. Now, the brand has created a range of seasoning mixes for those who like to spice up their Mac & Cheese, along with a fan club for those who want to get their hands on them first.
The new Kraft Flavor Boosts comprise cheesy pizza, tangy buffalo, and creamy ranch mixes, and the idea is that the "Flavrs Club" will alert fans on social media to the drops of the new products as soon as they launch. People can sign up at kraftflavrs.com to become a member, and be eligible for the drops, as well as special clothing merch that comes with delivery; a sports jersey for the buffalo flavor, a plush hoodie for ranch, and a jacket for pizza. (If you're not a super fan, the new flavors will actually hit grocery shelves in 2022.)
The campaign is being promoted by an online video created via agency The Kitchen Chicago, and fans will also be encouraged to post about the Flavrs Club on social media.
The idea plays into the frenzy that some of the previous flavors have created in Mac & Cheese fans; when Kraft Pumpkin Spice first launched in Canada, some 30,000 Canadians joined the waiting list for the product, which was subsequently rolled out to the U.S.
“We know die-hard fans of Kraft Macaroni & Cheese Dinner are always excited by new ways to enjoy a comforting bowl of our iconic Mac & Cheese,” said Maya McDonald, marketing activation lead at Kraft Heinz, in a statement. “The Flvrs Club is for those fans willing to expand their Mac & Cheese horizons with these limited-edition packets that bring flavors we love to our favorite comfort food.”