Here’s how it works: People who are interested in the offer can visit a special website set up by Kraft. On 17 and 18 December, up to 18,000 of them will be able to seize the right to a refund for holiday goods. They will be able to send in receipts to the company a few weeks later.
For Kraft, the campaign is a way to reduce the impact of empty cream cheese shelves ̵[ads1]1; and make customers think of Philadelphia cream cheese, without compromising the brand.
To keep up with demand, Kraft is pumping funds into its Philadelphia brand, said Basak Oguz, Philadelphia’s marketing director.
“We are investing millions of dollars in Philadelphia cream cheese,” he told CNN Business in an email, adding that the funds will help increase production capacity.
Oguz added that the company has temporarily stopped making “a very limited number” of Philadelphia products so that it can increase production of its more popular goods.