My Account
Conferences About Newsroom Careers
  • Insights
    Featured
    • All Insights
    • New Topic Guides
    • Gartner Business Quarterly
    • Strategic Planning
    • Leadership Vision
    • Future of Work Reinvented
    • Sustainable Business Strategy
    • Diversity, Equity and Inclusion
    By Function
    • Audit & Risk
    • Customer Service & Support
    • Finance
    • Human Resources
    • Information Technology
    • Legal & Compliance
    • Marketing & Communications
    • Product
    • R&D & Corporate Strategy
    • Sales
    • Supply Chain
    By Industry
    • Education
    • Energy & Utilities
    • Financial Services
    • Government & Public Sector
    • Healthcare
    • High Tech & Telecom
    • Investment Services
    • Manufacturing
    • Retail
    Expert Guidance
    Tools
    Overview
    • Tools to Make Smarter, Faster Decisions
    Featured Tools
    • BuySmart: Buy Technology with Confidence
    • Critical Capabilities: Analyze Products & Services
    • Digital IQ: Power of My Brand Positioning
    • Hype Cycle: Measure Technology Lifecycle
    • Magic Quadrant: Market Analysis of Competitive Players
    • Product Decisions: Power Your Product Strategy
    Templates & Frameworks
    • Benchmarking: Best in Class Diagnostics
    • Cost Optimization: Drive Growth and Efficiency
    • Strategic Planning: Turn Strategy into Action
    Connect with Peers
    Overview
    • Connect with Peers on Your Mission-Critical Priorities
    Conferences
    • All Conferences
    • Asia/Pacific and Japan
    • Europe, Middle East and Africa
    • North America
    • Virtual
    Communities
    • Peer Insights: Guide Decisions with Peer-Driven Insights
    • Evanta: Connecting C-Level Executives
    Conferences
    About
    Newsroom
    Careers
  • Become a Client

    or call

  • Marketing & Communications
  • Roles
    • Chief Marketing Officer
    • Customer Loyalty and Experience Leader
    • Digital Marketing Leader
    • Marketing Organization and Operations Leader
    • Chief Communications Officer
  • Research & Tools
    • All Research
    • State of the Marketing Budget and Strategy 2022
    • Gartner Digital IQ Spider By Brand
    • Consumer and Culture Insights
    • Benchmarking
    • Digital Transit Map
    • Cost Optimization
    • Hype Cycle
    • Magic Quadrants
    • BuySmart
    • Marketing Glossary
  • Experts
  • Insights
    • Trending Topics
    • Articles
    • Daily Insights
    • Featured Videos
    • Marketing Blog
    • In the News
    • Solutions
    • Communications Awards
  • Events
    • Webinars
    • Research Briefings
    • Executive Peer Forum
  • Client Success Stories
  • Marketing & Communications
  • Roles
    • Chief Marketing Officer
    • Customer Loyalty and Experience Leader
    • Digital Marketing Leader
    • Marketing Organization and Operations Leader
    • Chief Communications Officer
  • Research & Tools
    • All Research
    • Benchmarking
    • State of the Marketing Budgets
    • BuySmart
    • Cost Optimization
    • Gartner Digital IQ Index
    • Hype Cycle
    • Magic Quadrants
    • Consumer and Culture Insights
    • Transit Map
    • Marketing Glossary
  • Experts
  • Insights
    • Trending Topics
    • Articles
    • Featured Videos
    • Marketing Blog
    • Podcasts
    • In the News
    • Solutions
    • Marketing Guides
  • Events
    • Marketing Symposium
    • Webinars
    • Communications Awards
    • Research Briefings
    • Executive Peer Forum
  • Client Success Stories
  • Become a Client

    or call

Menu
    • Marketing & Communications
    • Roles
      • Overview
      • Chief Marketing Officer
      • Customer Loyalty and Experience Leader
      • Digital Marketing Leader
      • Marketing Organization and Operations Leader
      • Chief Communications Officer
    • Research & Tools
      • Overview
      • All Research
      • State of the Marketing Budget and Strategy 2022
      • Gartner Digital IQ Spider By Brand
      • Consumer and Culture Insights
      • Benchmarking
      • Digital Transit Map
      • Cost Optimization
      • Hype Cycle
      • Magic Quadrants
      • BuySmart
      • Marketing Glossary
    • Experts
    • Insights
      • Overview
      • Trending Topics
      • Articles
      • Daily Insights
      • Featured Videos
      • Marketing Blog
      • In the News
      • Solutions
      • Communications Awards
    • Events
      • Overview
      • Webinars
      • Research Briefings
      • Executive Peer Forum
    • Client Success Stories
Menu
    • Marketing & Communications
    • Roles
      • Overview
      • Chief Marketing Officer
      • Customer Loyalty and Experience Leader
      • Digital Marketing Leader
      • Marketing Organization and Operations Leader
      • Chief Communications Officer
    • Research & Tools
      • Overview
      • All Research
      • Benchmarking
      • State of the Marketing Budgets
      • BuySmart
      • Cost Optimization
      • Gartner Digital IQ Index
      • Hype Cycle
      • Magic Quadrants
      • Consumer and Culture Insights
      • Transit Map
      • Marketing Glossary
    • Experts
    • Insights
      • Overview
      • Trending Topics
      • Articles
      • Featured Videos
      • Marketing Blog
      • Podcasts
      • In the News
      • Solutions
      • Marketing Guides
    • Events
      • Overview
      • Marketing Symposium
      • Webinars
      • Communications Awards
      • Research Briefings
      • Executive Peer Forum
    • Client Success Stories
    • Conferences
    • About
    • Newsroom
    • Careers

Daily Insights

Food & Beverages

Share this:

Kraft Breathes Cheesy

By: Alizah Asif Farooqi | Apr 28, 2021

Forget flowers, Kraft wants consumer homes to be filled with the scent of a freshly-made grilled cheese sandwich this spring.

For National Grilled Cheese Sandwcih Day (April 12), the food company released the first-ever incense that smells, well, like a grilled cheese sandwich. The brand leaves nothing to the imagination with the name of its creation, Kraft Singles Grilled Cheese-cense, which is meant to evoke the warmy, comfy, and ever-so-melty aroma of the iconic comfort food. The incense sticks come with a wooden branded holder and can be lit in any environment. Those interested in injecting the scent of hot cheese into their homes entered a contest on Twitter to win one of 1,000 Kraft Singles Grilled Cheese-cense units through April 15 by tweeting with the hashtags #BreatheCheesy and #Sweepstakes, and winners were notified via direct message April 16. To promote the unusual item, Kraft served up teasers that asked viewers, “What’s that in the air?” in an ode to the springtime adage “Love is in the air.”, paired with a particularly enticing visual of a grilled cheese sandwich.

If the whole thing sounds a bit too cheesy to you, you’re not wrong. However, as the pandemic penetrated every aspect of normal life, consumers actually craved comfort wherever they could find it. As such, many brands tracked in Gartner’s Digital IQ Index: Food & Beverages turned to repurposing existing products or content to cater to the more scrappy consumer. Honing in on classic, fan-favorite foods and flavors was just one way that brands including Eggo Waffles, Pepsi, and Tostitos tapped into the evolved preferences of their respective audiences. Now, as the pandemic comes to a close and consumers are beginning to grow more concerned about their health and appearance, Kraft’s quirky new initiative could allow them to indulge in the experience of a grilled cheese sandwich—minus the calories—especially as cheese continues to take center stage as a hot ingredient on social media. Kraft isn’t the first brand betting on scent to tempt consumers. Meat maker Oscar Mayer objectified the scent of its signature hardwood smoked bacon into 1,500 pairs of limited-edition shoelaces earlier this month.

Just because summer is around the corner doesn’t mean the content of season’s past should be tossed aside. Brands should consider repackaging both their content and products to captivate the post-pandemic consumer, similar to when they did so at the start of the crisis over a year ago.

See more: Food , Pepsi , Eggo , Kraft , Tostitos

Weekly Marketing Newsletter

Sign up to receive our latest insights.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

Back

By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Related Research

The Annual CMO Spend Survey Research 2020: Part 1

Top 5 Marketing Trends and Priorities for CMOs

Marketing Organization Survey

  • About Gartner
    Who We Are
    • About Us
    • Corporate Responsibility
    • Investor Relations
    • Newsroom
    What We Do
    • Research & Advisory
    • Conferences
    • Consulting
    • Digital Markets
  • Get in Touch
    Contact
    • Contact Us
    • Become a Client
    • Office Locations
    • Technical Support
    Careers
    • Why Gartner
    • Search Careers
    • Our Culture
    • Careers Blog
  • Latest Insights
    Resources
    • Glossary
    • Blog
    • Smarter With Gartner
    • Topic Guides
About Gartner
Who We Are
  • About Us
  • Corporate Responsibility
  • Investor Relations
  • Newsroom
What We Do
  • Research & Advisory
  • Conferences
  • Consulting
  • Digital Markets
Get in Touch
Contact
  • Contact Us
  • Become a Client
  • Office Locations
  • Technical Support
Careers
  • Why Gartner
  • Search Careers
  • Our Culture
  • Careers Blog
Latest Insights
Resources
  • Glossary
  • Blog
  • Smarter With Gartner
  • Topic Guides
Policies Privacy Policy Terms of Use Ombuds

©2022 Gartner, Inc. and/or its affiliates. All rights reserved.

©2022 Gartner, Inc. and/or its affiliates. All rights reserved.