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.
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.