Kraft Foods’ Triscuit aims to expand use of its crackers with a humorous new ad campaign that lets “angry satisfied” customers vent about the fact that the product can be enjoyed without toppings.
According to Kraft, Triscuit is the most “topped” cracker in its category. The company aims to drive home its “no toppings needed” message to support the brand’s expanding number of flavor varieties.
There are now 11 varieties of the original square Triscuits (the newest being dill, sea salt and olive oil) and four varieties of Triscuit Thin Crisps, which are smaller, crispier, triangular crackers.
In the new campaign, an executive from Triscuit’s “Topper’s Complaint Department” apologizes for over-stressing topping suggestions and neglecting to mention the fact that they’re delicious just “as is” (topless, if you will).
Now, the brand wants to appease those angry satisfied Triscuit customers by offering U.S. consumers who post “Topper Tantrums” on the brand’s Facebook page a free box of Triscuits.
You know, I’ve been called a complainer once or twice, but I’ve never received free food for doing it. This is a pretty good deal. I guess it verifies the old saying about the squeaky wheel.
For more insights and innovations check out CultureWaves®, the place to go for the latest observations in the World Thought Bank – events, ideas, trends and more. Add your own thoughts about anything in life – entertainment, design, technology, well-being and, yes, food trends. And, take a look at a few of our other Hot & Cool Food Trends.