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How Kraft Foods Won My Lifelong Loyalty

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).

My dog has even acquired my love for Kraft Mac N Cheese!

My dog has even acquired my love for Kraft Mac N Cheese!

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?



Bubba

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Comments

  1. JPorretto

    I have noticed a definite up-tick in my Kraft Mac & Cheese intake since I’ve been working with you. You have been incredibly influential in my dinner decisions. You should be proud… =)

    • LK

      Always glad to spread some Mac N Cheese love.

  2. Jill Tooley

    That’s quite a story, Lauren! I don’t recall ever having to submit a persuasive letter to a company, but that sounds like a good project. Like you, I would have been SO excited to get a response back from the place I chose, and I can understand why your loyalty continued into adulthood. Kraft made you feel valued, and that’s not something that’s easily forgotten (even for an 8-year-old)!

    I wonder if Kraft still responds to customer letters? They appear active on Twitter, so I’d assume they’d be active in other areas as well. Brands could learn a lot from companies like Kraft! Snail mail has fallen to the wayside as of late, but brands can still make a difference if they have a team of employees to man their consumers’ emails and respond accordingly. Even staffing someone to interact with customers on Twitter would be a huge improvement for some brands.

    Strong work! By the way, your dog is stinkin’ ADORABLE! :)

  3. Scooby DOO!

    So if I read this right, don’t mess with your ketchup and certainly don’t mess with your mac, huh?

    I could not agree more though with this statement:

    EVERY CUSTOMER COUNTS, AND NONE IS TOO SMALL TO IGNORE.

    • JPorretto

      Even me?! Thanks!

  4. Joseph Giorgi

    “…their Macaroni & Cheese is the bomb.com”

    First of all, kudos for bringing 1997 back with that phrase. ;)

    Secondly, I have to admit that I find Velveeta Shells & Cheese to be the superior product. That’s just how I roll when it comes to pasta smothered in cheesy goodness. Of course, since Velveeta is owned by Kraft, I suppose that my love for Velveeta makes me a Kraft devotee by association.

    • LK

      Velveeta is good too, I just can’t part with the Blue-Box. But considering Velveeta IS Kraft, I won’t discriminate against your Mac N Cheese choices!

  5. Alex

    Haha, I don’t think I’ve ever met someone so devoted to their Mac N Cheese, but I’m sure your loyalty is greatly appreciated by Kraft. Great post!

  6. Michelle

    I knew this was yours just by the title, Lauren! Very nice blog! I too am a Kraft fan! I know we are both loyal to another (not edible) brand..Steve Madden?? :)

  7. Sue Kroes

    You also had a great fondness for Rice Krispies. If Snap, Crackle and Pop had any room on their cereal box you would have helped them sell a ton of cereal. Who can resist a baby with Rice Krispies stuck to their face!

  8. Isabella

    That was a good response from Kraft. I have to agree with this post. A little something, like a little response will really make a huge difference to consumers. This means they really prioritize their consumers. Good work, Kraft. BTW, I’m also a Mac and Cheese aficionado.

  9. Bret Bonnet

    I agree that Kraft Mac N’ Cheese is the best STORE brand of cheesy noodle goodness available today, but after buying cartons full of Mac N’ Cheese all throughout college – I used to empty the shelves at Costco and Sam’s Club; I can’t bear to look at a box of Mac N’ Cheese just because I literally ate it everyday for 4 years straight because it was the ONLY thing I knew how to make besides Hot Pockets.

    Maybe Kraft will catch wind of this post on our ever so influential blog and send you that year’s supply of Mac N’ Cheese now that you’ve wrote this excellent blog post – a girl can only hope! :)

    SPECIAL NOTE: ANY brand of mac n’ cheese + soy milk does NOT mix very well.

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