Black Friday Frenzy: Kraft Mac & Cheese Box Sparks Online Outrage

Black Friday. It’s not just about TVs and tablets anymore. This year, Kraft Heinz threw their hat in the ring with a limited-edition “Mac Friday Box,” a novelty item boasting 65 boxes of Kraft Mac & Cheese, packaged to resemble a flat-screen TV. The price? A mere $19.37.

The idea was simple: create a buzzworthy, shareable product. They tapped social media influencers to amplify the hype. Zach Ciampa, for instance, showcased the deal to his followers, highlighting the incredible per-box price.

Walmart launched the sale online at midnight on Black Friday. The result? A virtual stampede. Customers reported waiting hours, only to see the item snatched from their carts in seconds. Anger rippled across the internet. Many shoppers expressed frustration after waiting online for hours only to find the item sold out. “I literally had it in my cart and it sold out!” exclaimed one disgruntled customer.

Is this a case of clever marketing or a mismanaged rollout? It’s worth digging a little deeper.

The appeal is obvious. The box was priced to move. Each individual box cost less than 30 cents. But the limited nature of the offer and the social media hype created a perfect storm of demand, exceeding supply to an extreme degree.

Given these facts, it is easy to see why customers are angry. After all, they were promised the deal if they waited online at midnight. However, Kraft and Walmart did not account for the product selling out in seconds.

Yet, there’s also the social currency at play. This wasn’t just about cheap mac and cheese; it was about bragging rights. Owning the “Mac Friday Box” became a symbol of Black Friday savvy, fueled by influencer marketing. The demand was more about the novelty than the actual mac and cheese.

Is this a sign of things to come? Are we entering an era of “experiential Black Friday,” where the thrill of the chase and the potential for online virality trump actual savings? I believe so.

However, the aftermath revealed a less savory side of this promotion. The Walmart page vanished, leaving hopeful buyers with a “page not found” message. Resale prices on sites like eBay likely skyrocketed. The promise of affordable comfort food morphed into a reseller’s paradise.

It’s worth noting that the Black Friday strategy plays into consumer behavior. The limited quantities and specific timing are designed to create a sense of urgency. This approach encourages impulsive purchases and brand engagement. Still, the execution can damage consumer trust if not managed carefully.

In any case, Kraft and Walmart clearly underestimated the demand, or perhaps they knowingly created artificial scarcity. Whatever the reason, the outcome was a wave of disappointed customers and a public relations headache.

This challenge underscores the delicate balance companies must strike between generating excitement and managing expectations. The “Mac Friday Box” is a case study in how viral marketing can backfire if the supply chain and customer experience aren’t carefully considered.

To that end, it prompts questions about the ethics of such promotions. At what point does the pursuit of virality overshadow the need to deliver a positive customer experience? Are limited-edition products truly designed to benefit consumers, or are they simply a tool to generate buzz and drive traffic, regardless of whether most shoppers are able to buy the product?

My personal observation, drawn from years of watching similar patterns emerge, is that these incidents are becoming increasingly common. Brands are under pressure to create memorable moments and cut through the noise of the holiday shopping season. But a memorable moment shouldn’t be synonymous with frustration.

This Kraft Mac & Cheese debacle serves as a cautionary tale. Going forward, brands must remember that the true value of a promotion lies not just in its ability to generate hype, but in its ability to deliver on its promise and leave customers feeling satisfied, not cheated. A restock would be a start, Kraft.

Read Original

Keywords: Black Friday, Kraft Mac Cheese, Mac Friday Box, Walmart, online outrage, limited edition, influencer marketing, viral marketing