Kraft Macaroni & Cheese "Smile Tagging" Campaign Spreads Happiness on the Social Web

July 13, 2011

The latest Kraft Macaroni & Cheese online campaign involves "smile tagging" to essentially spread happiness on Facebook. Users install a smile tagging browser button from Kraft on Facebook; from there, they can click the button anytime they come across a link or website that makes them smile.

The smile tagging button activates the user's computer camera, snapping a photo of the user smiling. That photo goes to the Kraft Macaroni & Cheese Facebook page, where other Kraft fans can click directly on a smiling photo to be taken to the same link.

The campaign aims to align Kraft Macaroni & Cheese with positive emotions. "There's an emotional aspect of Macaroni & Cheese," said Carolyn Clark, an associate brand manager for Kraft Macaroni & Cheese. "It brings joy and happiness, so we're linking it to other experiences."

Do you plan to install the smile tagging button?

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JP Armstrong's picture

I LOVE mac & cheese so when, years ago, a friend gave me a "killer" recipe for a 3 cheese m&c I couldn't wait to present it to my family. Since my wife usually cooked the meals, I was determined to impress them with my own "culinary savvy". Early one morning I, lovingly, put all the ingredients into a crock pot, turned it on low, and went to work. When I finally got home (seemed like the day would never end!) I got everybody seated around the dinner and proudly put the pot in the center of the table and started to dish it out, determined to act "humble" when they started ooohing and aaahing. To my surprise and disappointment, nobody said anything during,what I thought was the most delicious mac & cheese dinner I had ever eaten. When everyone was finished I finally had to ask, "Well, how was it?" The kids kind of looked nervously at each other then one of them said, "OK, I guess, but we like Kraft better". My wife cooked all the meals after that night.