Several Instagram users tagged their comments with #boycottkraft and vowed never to buy the brand’s macaroni and cheese again. “I can’t wait to hear about how badly their sales tank after their latest cringeworthy advertising gimmick,” @bbrownwest commented.
It will be interesting to see whether blowback from outraged people will harm Kraft Heinz, which doesn’t need another bad year. The company that owns Oscar Mayer, Planters, and Jell-O saw sales drop 5 percent in a recent quarter, before the pandemic (via AdWeek). Sales were up during the pandemic, as people in COVID-19 lockdown gravitated toward the company’s comfort foods. Still, AdWeek reported the company lost more than $1 billion in the first three months of the pandemic because it devalued several of its brands.