Minicase: Witty, Irreverent, a Little Over the Top? Kraft, the 109-year old chee
ID: 337167 • Letter: M
Question
Minicase: Witty, Irreverent, a Little Over the Top? Kraft, the 109-year old cheese company, released a new ad eating their children's macaroni and cheese, handed out campaign in 2011 for its Athenos line of hummus, combining macaroni and cheese through Twitter, held a contest in shock value, social media, and a little stereotyping. A young which divorcing couples can win money if their split resulted woman, Michelle, serves her friends Athenos hummus, and from differences over Miracle Whip, and made the Yiayia a Greek yiayia, or grandmother, comments that Michelle popular enough to claim more than 150,000 Facebook hits dresses like a prostitute. The hostess does a verbal double- take and the Greek grandmother repeats the word "prost Athenos yogurt for breakfast, before Yiayia informs them they tute" for good measure. Then the narrator points out that at are going to hell for not being married. In another, the yiayia least Yiayia endorses Athenos hummus. "Athenos may be the calls a stay-at-home husband a "wife." only thing approved by Yiayia," goes the tagline Another ad features a couple declaring that they eat Some Greeks have reported that they found the ads The ad is part of Kraft's efforts to shed its stodgy image and appeal to the denizens of Facebook and Twitter. In other recent efforts, Kraft has shown parents being arrested for offensive, yet the ads may have persuaded a number of peo- ple to try hummus (although at least one commenter main- tains that hummus isn't actually a Greek food at all)Explanation / Answer
Minicase: Witty, Irreverent, a Little Over the Top? Kraft, the 109-year old cheese company, released a new ad eating their children's macaroni and cheese, handed out campaign in 2011 for its Athenos line of hummus, combining macaroni and cheese through Twitter, held a contest in shock value, social media, and a little stereotyping. A young which divorcing couples can win money if their split resulted woman, Michelle, serves her friends Athenos hummus, and from differences over Miracle Whip, and made the Yiayia a Greek yiayia, or grandmother, comments that Michelle popular enough to claim more than 150,000 Facebook hits dresses like a prostitute. The hostess does a verbal double- take and the Greek grandmother repeats the word "prost Athenos yogurt for breakfast, before Yiayia informs them they tute" for good measure. Then the narrator points out that at are going to hell for not being married. In another, the yiayia least Yiayia endorses Athenos hummus. "Athenos may be the calls a stay-at-home husband a "wife." only thing approved by Yiayia," goes the tagline Another ad features a couple declaring that they eat Some Greeks have reported that they found the ads The ad is part of Kraft's efforts to shed its stodgy image and appeal to the denizens of Facebook and Twitter. In other recent efforts, Kraft has shown parents being arrested for offensive, yet the ads may have persuaded a number of peo- ple to try hummus (although at least one commenter main- tains that hummus isn't actually a Greek food at all)