In 2018 Kraft was stuck in the middle between generic grocery store brands and higher-end, healthier-seeming options. It was a competitive no-man’s land. The brand didn’t stick out or stand for anything in the public’s mind.
So, the brand got to work redefining its purpose. The goal: reintroduce the brand as one that understands families and released some of the pressures they feel. A positioning that not only let Kraft speak about its products, but allowed it to act, and stand for something in culture.
As this process was winding down, the US government started its longest shutdown in history, furloughing 800,000 workers.
To demonstrate its connection to families Kraft thought if furloughed workers and their families would be going without pay, then so would we. Within 24 hours Kraft opened a grocery store in downtown Washington DC, the heart of the shutdown’s impact. Here, furloughed workers could grocery shop as usual, buying pantry and frozen items. The only difference: Instead of paying us they could pay it forward by donating to a local food bank or their favorite charity once their paychecks started coming back later. One main reason of this mechanic was to allow families to relieve a burden without it feeling like a handout.
PR and social media, spread news of the store through local news and by word of mouth in local communities. The news then naturally bubbled up to national outlets. As a result, the media talked about
Kraft’s gesture, framing it as how it was helping families during this stressful time - a powerful demonstration of the brand’s purpose.
The scale rose with the need. The shutdown continued and the number of furloughed workers coming to the store rose above 2250/day. To meet the growing need, and further stand with families, Kraft publicly asked other brands, even competing brands, for help. The response was overwhelming, with national and international brands like H & M and Tropicana helping Kraft stock its shelves. This escalation drew more attention to the store and Kraft’s purpose