Brief

Perfect strangers? Dean and Kraft Heinz partner for new campaign

Dive Brief:

  • A new promotional campaign teaming Dean’s DairyPure milk and Kraft Macaroni & Cheese will run April 17 through May 31, according to Food Business News
  • The "Pure Love" campaign for the two brands includes in-store presence, special product labels and tags, digital marketing and social media content support.
  • “DairyPure and Kraft are both kitchen staples in Americans’ homes,” Kurt Laufer, senior vice-president and chief customer, marketing and innovation officer at Dean Foods, said in the publication. “It felt like a natural fit to partner together for this Pure Love campaign because our mission is the same — to offer quality, great-tasting products for families to enjoy. Together, we are making it easy for consumers to make one of the most iconic, home-cooked dinners — macaroni and cheese.”

Dive Insight:

Consumers are always intrigued by mashups, so the idea to partner on a marketing campaign is a savvy one by Kraft Heinz and Dean Foods. Both brands appeal to younger generations, and by going full-force with a social media blitz for the Pure Love campaign, they could make Kraft Macaroni & Cheese customers rethink the milk they use in their favorite meal.

Retailers enjoy this kind of cross promotion as it brings attention to both brands and increases sales of the lesser-known product — in this care Dairy Pure Milk — setting up future sales. It also adds some buzz to both items and strong signage always brightens up a store. It's no wonder that companies keep teaming upYum Brands' Taco Bell introduced shells made of Doritos. Kellogg, which offered Special K Crustless Quiche last year, has created vanilla latte Dunkin Donuts-flavored Pop-Tarts. Mondelez recently introduced a Peeps-flavored Oreo.

DairyPure is the country’s first and largest national fresh white milk brand, offering consumers cold-shipped milk from their local dairy, but it’s a product that isn’t on everyone's radar. The companies pride themselves on offering quality, great-tasting products for families to enjoy, so this offers a strategic growth opportunity for both brands.

Studies have been mixed as to whether a partnership like this has long-lasting effects, but a strong visual or catchy jingle could marry these firms together for a long time. 

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Filed Under: Manufacturing Ingredients Corporate Marketing Beverages
Top image credit: Dean Foods