EAST HANOVER, N.J.,
Aug. 20, 2012 /PRNewswire/ -- A
slice of roasted turkey. Hummus. Jam. Cheese. For
decades, people have enjoyed Triscuit crackers adorned with
a host of sweet and savory toppings. In fact, through years
of tantalizing recipes and imagery depicting delicious pairings,
Triscuit has earned the esteemed title of "most topped
cracker in America." But a new campaign from Triscuit
seeks to make amends with "angry satisfied" customers who have
discovered that delicious moment of truth of how great a
Triscuit cracker can be when it's "topping-less."
"For many years, we talked about how wonderful
Triscuit can be when topped. However, we lost sight of
how delicious a Triscuit cracker can taste when enjoyed
right out of the box," says Jimmy
Wu, senior brand manager for Triscuit. "But
people are starting to call us on seemingly suggesting a
Triscuit can only be topped. On behalf of
Triscuit, I would like to apologize to Americans who feel
that we've been hiding the great taste of this beloved cracker with
toppings."
As a gesture of goodwill, Triscuit wants its fans to
rediscover the great taste of an untopped Triscuit by
giving away free boxes of Triscuit (or coupons redeemable
for a free box)[1] to consumers who write a letter of complaint on
www.ToppersTantrum.com or www.facebook.com/triscuit, while supplies
last. Through September
9th, consumers will have a chance to receive one
of 15,000 free boxes or 112,000 free box coupons, as a way to say
"please pardon our cheese."
Marking the first time the advertising agency Crispin Porter +
Bogusky has teamed with Triscuit, the Topper's Tantrum
campaign features a series of humorous advertisements highlighting
an "angry satisfied" consumer who up until now has been robbed of
the delicious taste of Triscuit because of past topping
suggestions and package designs that depict Triscuit
crackers topped. The series of print and broadcast advertisements
began running nationally on August 6,
2012 and will continue to run through September.
"A campaign featuring unhappy customers is bold and unorthodox.
But it allows us to talk about the great taste of Triscuit,
something that's literally been covered up in the brand's image for
decades," said Tony Calcao,
EVP/Executive Creative Director at CP+B.
To learn more about the Topper's Tantrum campaign or to claim
your free box, visit www.ToppersTantrum.com or
www.facebook.com/triscuit.
ABOUT KRAFT FOODS
Kraft Foods Inc. (NASDAQ: KFT) is a global snacks powerhouse
with an unrivaled portfolio of brands people love. Proudly
marketing delicious biscuits, confectionery, beverages, cheese,
grocery products and convenient meals in approximately 170
countries, Kraft Foods had 2011 revenue of $54.4 billion. Twelve of the company's iconic
brands – Cadbury, Jacobs, Kraft, LU,
Maxwell House, Milka, Nabisco, Oreo,
Oscar Mayer, Philadelphia, Tang and
Trident – generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to
divide and create two independent public companies: a high-growth
global snacks business and a high-margin North American grocery
business. The transaction is expected to be completed on
Oct. 1, 2012. A leader in innovation,
marketing, health & wellness and sustainability, Kraft Foods is
a member of the Dow Jones Industrial Average, Standard & Poor's
500, NASDAQ 100, Dow Jones Sustainability Index and Ethibel
Sustainability Index. Visit www.kraftfoodscompany.com and
www.facebook.com/kraftfoodscorporate.
[1] Limit of one request per household or email address. Valid
U.S. addresses only. Allow 4-6 weeks for delivery. Variable number
of coupons available per day, at variable times per day.
Offer good while supplies last. Open to Facebook users only.
See ToppersTantrum.com for complete terms.
Contacts:
|
Basil
Maglaris, Kraft Foods
|
Jaclyn
Printz, Edelman
|
|
847-646-4538
|
212-704-4434
|
|
news@kraftfoods.com
|
Jaclyn.Printz@edelman.com
|
SOURCE Kraft Foods Inc.