Kraft is using its cream cheese shortage as a marketing opportunity. For just a few days this holiday season, a limited number of people will be able to spend $20 on dessert and charge it to Kraft, owner of Philadelphia Cream Cheese. The premise: People who can’t bake cheesecakes because they can’t find cream cheese can get another baked good on Kraft’s dime.
… Here’s how it works: People interested in the offer can visit a special website set up by Kraft. On December 17 and 18, up to 18,000 of them will be able to nab the right to get reimbursement for a holiday treat. They’ll be able to submit receipts to the company a few weeks later.
… For Kraft, the campaign is a way to soften the blow of empty cream cheese shelves — and keep customers thinking about Philadelphia cream cheese, without souring on the brand. Cream cheese is the latest hard-to-come-by grocery item in a year of shortages. A spike in cream cheese demand during the pandemic has made it difficult to keep shelves stocked.