Kraft Singles
Kraft Singles sponsored the 2024 trend Melty Mashups to drive engagement and performance with a younger audience.
Goal
When Kraft Singles noticed a growing trend for adding American Cheese to ramen noodles, they knew they had to join the conversation. As the go-to-leader in American Cheese, Kraft Singles is always on the lookout for inventive use cases and new ways to drive growth. The Melty Mashups trend gave the team an exciting chance to try something different.
Melty Mashups is all about combining beloved foods in new ways. For Kraft Singles, it was the perfect chance to show that their iconic, melty yellow squares can take even more foods to the next level. And since the team knew their target demographics already use Pinterest, it felt like the perfect mashup of business need and opportunity.
Strategy
Kraft Singles was most excited about rising searches for “carbonara ramen”—up 165% year over year.1 To take full advantage, Kraft Singles decided to “sponsor” Melty Mashups through the Pinterest trend package program. This gave the brand exclusive access to co-marketing the trend and co-branded assets like the Pinterest Trend Badge. To further maximize the moment, they ran their campaign during winter months, when people are already looking for comfort food and warm recipes like ramen.
The team ran a how-to video ad that demonstrated their own Carbonara Ramen recipe with a few ingredients and a handful of easy steps. They also ran image ads with the finished dish to catch hungry Pinterest users’ eyes. Both prominently displayed the Trend Badge, and were targeted to Gen Z and Millennials interested in quick preparations for lunch and dinner.
"Owning the Melty Mashups trend helped us reach Gen Z and Millennials where they were already searching and show all the different ways they can use our product. We saw high engagement from video views and significant save rates, with people saving our ads to their boards."
Jenny Bach
Manager, Media – Connections Strategy & Investment at Kraft Heinz
Results
The Pinterest Predicts Trend Badge brought a big boost. Ads with the badge showed an 18% higher engagement rate than ads without it.2 They also had a 36% more efficient cost per click (CPC).2 In all, the campaign using Pinterest Predicts Trend Badges lowered Kraft Single’s costs by 15%.2
36%
more efficient cost per click from ads with Pinterest Predicts Trend Badge2
15%
lower campaign costs for ads with the Pinterest Predicts Trend Badge2
Resources
Pinterest Predicts
People use Pinterest to plan what’s next in their lives, giving us unique insight into the future. Explore our annual trend report to see what’s going to be next in culture, across verticals.
Trend sponsorships
Sponsor a trend to unlock exclusive co-marketing opportunities with Pinterest. You’ll get access to creative templates, production support, trend badges and more. For more info, talk to your Pinterest team.