Kraft will pay you $20 if you don’t make cheesecake for Christmas

In just a few days, this holiday season, a limited number of people will be able to spend $20 on desserts and charge it to Kraft, the owner of Philadelphia Cream Cheese. Premise: People who can’t bake cheesecake because they can’t find cream cheese can get another better baked good on Kraft pennies.

Here’s how it works: Those interested in the offer can visit a special website set up by Kraft. On December 17 and 18, up to 18,000 of them will be able to claim a holiday refund. They should be able to send a receipt to the company a few weeks later.

For Kraft, the campaign is a way to soften the blow of empty cream cheese shelves — and keep customers thinking about Philadelphia cream cheese without damaging the brand.

Kraft is using its cream cheese shortage as a marketing opportunity.
Cream cheese is the newest hard to go through Grocery items in a year of shortage. Kraft said the spike in demand for cream cheese during the pandemic has made it difficult to keep stock on store shelves.
Last year, with more people baking and eating at home, demand for cream cheese was up about 18 percent from 2019. It remains at that high level in 2021., based on Kraft (DIFFERENT). Meanwhile, restaurants are also ordering more of this product.
Junior’s Cheesecake, source of cream cheese from Philadelphia, said last week they were struggling to get enough supply of the key ingredient, and it was forced to pause cheesecake production from time to time, according to the owner. New York City bagel shops also have reported to have struggled to have enough cream cheese.

To meet demand, Kraft is injecting capital into its Philadelphia brand, said Basak Oguz, Philadelphia marketing director.

“We are investing millions of dollars in Philadelphia cream cheese,” he told CNN Business in an email, adding that the money would help increase production capacity.

Oguz added that the company has temporarily halted production of “a very limited number” of Philadelphia products so it can ramp up production of its more popular items.


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