It’s no secret that I am obsessed with Kraft Macaroni & Cheese. I make it about once a week and have to force myself not to eat the whole box in one sitting (what can I say, I have the blue-box blues!). I won’t buy any other macaroni and cheese, and because I have such a fondness for it, I’ll choose Kraft when purchasing other products as well. So, I would definitely consider myself a loyal customer to Kraft.
So, when did my love for Kraft begin? It all started when I was a tiny little girl in elementary school. Every student in my class had to write a persuasive letter to a company – and obviously I chose Kraft. I wrote my persuasive letter to convince them to send me a year’s supply of Macaroni & Cheese. Granted, it was quite a large request from a second grader, but I still anxiously waited for my lifetime supply to arrive in the mail. Many companies failed to respond to the students in my class, but Kraft didn’t let me down – well, at least not completely.
Kraft did not give me a lifetime supply of Macaroni & Cheese, but they did reply with a letter and a package of pamphlets, logo pens, and bookmarks. I was so excited Kraft replied to me that I wasn’t even upset they didn’t send me any Macaroni & Cheese (looking back now, I suppose just one box would have been nice, but beggars can’t be choosers). I think my loyalty to Kraft began at that moment. Even though I was a mere second grader submitting an absurd request, they still took the time to respond to my letter.
Other companies, make note: a little TLC can go a long way! No customer is too small to ignore. All because Kraft acknowledged me at age 8, they have gained the loyalty of a customer for life (of course it helps that their Macaroni & Cheese is the bomb.com). So thank you, Kraft, for reaching out and making such an impression!
What’s the end result of Kraft’s outreach? As I grew up and started grocery shopping for myself, my loyalty towards Kraft began to factor into my other purchase decisions. For example, there are a number of different types of salad dressings in a grocery aisle. All the different options could cause someone to get confused and overwhelmed, but because I love Kraft’s Macaroni & Cheese and because I have a positive attitude about their company, choosing a Kraft brand salad dressing is a no-brainer (ranch dressing is my one exception, but that’s another blog post in itself).
Gaining customers’ loyalty also gives companies a free source of marketing. Since I am so Kraft-crazy, I talk about the company and their Macaroni & Cheese all the time. All my friends and coworkers are forced to hear about my love for it, which I’m sure has given them the urge to go out and buy some too. In fact, my dog has even acquired my love for Macaroni & Cheese! Anytime she hears me getting out the box and stirring the pot of macaroni and cheese, she runs into the kitchen and waits for me to finish eating so she can have the leftovers. Although a dog’s loyalty to your brand may not do much, the good word of mouth from the people around you will gain your company even more customers!
Do you think my Kraft loyalty is justified? Which products or brands are you most loyal to, and why?