Kraft ran an interesting social media campaign last week honoring Mac & Cheese’s 75th anniversary. The Company handed over the Twitter and Facebook pages for the brand for a couple of days to two humorously out-of-it octogenarians—Frankie, 87, and Dottie, 86. We liked the “plank tweet” (“just learned about planking. anybody know what it means?”) and observed lots of positive buzz on Twitter. Frankie & Dottie even tried to tweet Betty White.
The campaign’s humor and nostalgia created some excitement, but we would love to learn if it resonated with Moms, key target consumers. This social media campaign could be a great case study for all brand marketers! What about if Kraft rounds-up some mommy bloggers to further push the campaign for the next wave? What do you think?