Kraft Super Bowl Play: Cheese and Crackers

While the Super Bowl coaches were thinking run and pass, Kraft nudged consumers with coupons to think cheese and crackers.

Kraft rolled out a booklet full of recipes and coupons, called the Big Game playbook last month to boost sales. The “Serve America’s favorite cheese and crackers,” offering included 16-pages of recipes for mixing Nabisco brands with Kraft and Philadelphia cheese. Along with the recipes, the item carried a $2 coupon for purchase of two Nabisco and Kraft or Cracker Barrel brands.

Kraft also included a sweepstakes with the grand prize payoff of $50,000 for a family room redesign. A corresponding instant-win game gave $100 checks to 1,000 contest entrants. People entered UPC codes from participating Nabisco and Kraft brands, including Ritz, Cheese Nips, Triscuit, Wheat Thins, Philadelphia and Cracker Barrel, for a chance to win The promotion through Feb. 5.