Kraft has made a significant promotional push from their relatively plain macaroni and cheese during the last year. Kraft introduced Pumpkin Spice Mac & Cheese to America in September 2020, followed by candy-flavored, pink Mac & Cheese for Valentine’s Day. Then, over the summer, Kraft Mac & Cheese Ice Cream became an unexpected smash, completing the viral trifecta.
Kraft has devised a novel strategy for getting fans psyched about their upcoming mac and cheese iteration: a Kraft Mac & Cheese Club to maintain this momentum.
The Kraft FLVRS Club is being marketed as an opportunity to sample the brand’s latest innovation prior to its release on store shelves next year. That’s when Kraft will introduce Flavor Boosts, a limited-edition seasoning blend for their classic Mac & Cheese.
“We know die-hard fans of Kraft Macaroni & Cheese Dinner are always excited by new ways to enjoy a comforting bowl of our iconic mac and cheese,” Maya McDonald, Kraft Heinz’s marketing activation lead, explained in the announcement. “The FLVRS Club is for those fans willing to expand their mac and cheese horizons with these limited-edition packets that bring flavors we love to our favorite comfort food.”
According to Kraft, while anyone can join the club, obtaining the “drops” is a multistep process. To begin, visit kraftflvrs.com and register any time before November 3. Following that, keep an eye on Kraft Mac & Cheese’s social media outlets to learn when the “drops” will occur.
Once the time comes, anyone in the club can enter to win that “drops” for free, but winners will be chosen on a first-come, first-serve basis, so members will need to act quickly. If you win, you’ll not only get to test the new pasta for free, but you’ll also receive a complimentary piece of limited-edition apparel featuring the flavor’s buffalo, ranch, or pizza: a sports jersey for buffalo, a plush hoodie for ranch, or a jacket for pizza.