Pitching Cheese to Bloggers
by Kalyn Denny

Kraft recently unveiled a new cheese product called Grate It Fresh, meant to be an alternative to traditional freshly grated parmesan cheese. As a marketing strategy, they sent free samples to bloggers, hoping to get some good buzz. The results? A mixed review, and some packaging confusion . . .

I first heard about the new cheese product on Accidental Hedonist, where Kate mentioned she would be trying it. Knowing her well-documented contempt for any type of processed food, I doubted she would like it. Sure enough, she recommended you stick with your cheese grater.

Other bloggers were more generous. Erika at Tummy Treasure hates the green can, but thought the new cheese was really good. This Mom Blogs, not a food blogger but obviously part of the target audience, said her family loved it. And Blogher contributing editor Alanna at A Veggie Venture (who apparently bought the cheese herself, or make that thought she bought the cheese) gave the regular Kraft cheese a surprisingly mixed review, considering her more-than-adequate foodie credentials. (Edit- Since then a number of credentialed foodies have admitted in Alanna's comments that they occasionally use the packaged cheese.)

From a marketing standpoint, Mary's Blog confesses she likes the green stuff in a can and says Kraft is pitching a solution their target audience doesn't want. Hmmmm. I guess that depends on who the target audience is.

Contributing editor Kalyn Denny of Kalyn's Kitchen wasn't offered any free cheese by Kraft. Did they offer to send you some cheese?

Submitted by Kalyn Denny (view blog) on Wed, 09/27/2006 - 07:38

Comments

 

I didn't actually buy or

I didn't actually buy or taste the NEW product, though I intended to. Instead I unknowingly bought the dusty green-can stuff and compared it side by side with real Parmesan. I couldn't believe the results.

Alanna Kellogg, A Veggie Venture

Submitted by Alanna Kellogg on Wed, 09/27/2006 - 05:21
 

I stand corrected!

I guess that's what happens when I read these things at 6:00 a.m. Sorry about that!
Kalyn Denny
Kalyn's Kitchen

Submitted by Kalyn Denny on Wed, 09/27/2006 - 06:31
 

Thanks Kalyn

Thanks for this post, Kalyn. As a former marketer at Kraft (not in cheese, though) I found it quite interesting to read from a number of angles.

As a bit of a foodie who grates my own properly aged Parmesan Reggiano ;-) I do respect and realize that not everyone shares my particulary snobbery and willingness to spend a small fortune on hunks of cheese. I suspect there is a market for this product and it is more likely people who currently use the current shelf-stable jarred product trading up for some freshness than current graters looking for a slight bit of convenience.

In that sense, approaching foodie bloggers might have been a mistep rather than focusing say on mommy bloggers who cook but interesting to see a company like Kraft trying to figure out the world of blogging - and Adam got a rather cool intern project.

Submitted by Maria Niles on Wed, 09/27/2006 - 10:50
 

"Smelly Sock Sprinkles"

because I can afford to be picky:

I see absolutely no need to 'process' and waste energy on a good peice of artisnally made cheese into a package with the addition of preservatives.

I grew up on the "smelly-sock sprinkles" shaken onto our 'spag-bog".

Since I discovered the real stuff I would never go back, no matter how incovenient it is to grate it myself. At least the elbow grease required ensures I get some exercise from time to time.

Sam

Becks & Posh

Submitted by sam breach on Fri, 09/29/2006 - 09:46
 

And That's Why Marketing is SO Hard

The comments here (and on my blog) well illustrate why target marketing is both an art and a science. green can/not green can, pro-grate/anti-grate pro-Kraft/anti-Kraft. Convenience or quality? Quality good enough for convenience? Step up from green can (and will people want to do it?) Just how do we segment this? How many are there that will buy (and buy more than once?) And so on and so forth.

As for Kraft not caring what bloggers think - well, I bet there are a lot of "green can" people out there that blog.

And, yes, I like the exercise in grating too! (I even have a - gasp - manual can opener). ;-)

Mary Schmidt
Business Developer & Marketing Troubleshooter
Thinking Strategically, Acting Tactically
www.maryschmidt.com
505-856-2551

Submitted by Mary Schmidt on Sat, 09/30/2006 - 08:47
 

people really buy those

people really buy those electric can openers?
and use them to boot?
there must be some big kitchens out there in america!

I thankfully don't use my manual can opener very often because I try to buy nearly all my produce fresh.
in fact i think coconut milk from time to time is the only reason it gets used occasionally.

Becks & Posh

Submitted by sam breach on Sun, 10/01/2006 - 15:02
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