In this article:
- Kraft is introducing flavor boost packets.
- To test them out and increase FOMO appeal, it launched the FLVRS club.
- Members get to try the flavors before they’re available in stores and get the chance to win branded swag.
Kraft is infusing its famous Mac & Cheese with flavor boosts and its marketing with a FOMO boost.
Kraft knows the value of collaborations to get fan attention. It has done so in the past with limited-time special flavors for its own product and for ice cream that tastes like its mac & cheese. Now it’s rolling out a strategy that dials up the flavor and the FOMO by inviting its biggest fans to join the FLVRS Club.
“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. “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.”
Become the best CRMer you can:
CRM Hack: Monitoring the User’s Heartbeat
What Does It Mean to Treat a Customer’s Email With Respect?
To Lock or Not to Lock Customers (into CRM Journeys)
What the Efforts to Promote Responsible Gaming Look Like Form the Inside
There are three primary incentives for fans:
- Being in the know by getting notifications of new Flavor Boost drops on the brand’s Macaroni & Cheese Dinner social channels.
- Getting the chance to try them earlier than the standard consumer who has to wait until they appear in stores in 2022.
- Getting the opportunity to enjoy themed-tied, limited-edition merch that includes: a sports jersey for buffalo, plush hoodie for ranch, and a jacket for pizza.
And, as for what the brand is doing/getting here, we’re basically looking at an elaborated CRM Marketing play with potential powerful customer acquisition (desired) side-effects. This move is all about rewarding loyalty and existing customers – but not in an in-app notification or an email, but an all-out marketing campaign that SHOULD make others want in.
You don’t have to be as much of a household name such as Kraft and its brands to be able to pull that off. If you haven’t recently, this might be a great time to plan a campaign that leverages your good Customer Relationship Marketing to help both branding and acquisition efforts.
Kraft is also hoping to gain a huge social boost from the club members. Those who get in are expected to share using #FLVRSClub on Twitter @kraftmacncheese, Instagram @Kraft_MacandCheese, and Facebook @KraftMacaroniandCheese.
Related: Pizza Hut Rolls Out Merch for Fans