#minorsextrafficking | Why Kraft just pulled its controversial mac & cheese ad

The “send noods” campaign was a new direction for Kraft, whose Instagram feed was otherwise filled with images of children, Disney characters, and connect-the-dots pages. It would be a stretch to connect the dots from a humorous ad campaign to child exploitation, but a lot of people online went there. Instagram user @kidboomerang asked Kraft, “Why do you think it’s appropriate to suddenly launch a campaign that aims to desensitize children to sexual immorality and groom them for abuse?” Another Instagram comment under a recent Kraft post, this one by @republicanbarbie_, was just as pointed: “Just because you continue to push a pedo agenda in a ‘discreet’ way doesn’t make it any more normal or okay.”

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.




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