Kraft Foods will select five tweets about macaroni and cheese today and plug one of them into a cable TV spot tonight. The ad will run during TBS’s late-night talk shows “Conan” and “Lopez Tonight.”
With the help of agency Crispin Porter + Bogusky, a total of five commercials will be produced in the next several hours. The four that don’t appear on TBS will be shown on Kraft’s Facebook page for its “Macaroni & Cheese” product line. Kraft is calling the initiative “Mac & Cheese TV.”
Noelle O’Mara, senior brand manager for Kraft Macaroni & Cheese, told ClickZ via email, “The tweets need to mention macaroni & cheese, and we are selecting the ones we feel will make the most interesting and entertaining TV commercials.”
Chicago-based Kraft announced the campaign on the brand’s Facebook page around noon EST today. The initiative follows a “Mac & Jinx” effort by the brand on Twitter that was also designed by Boulder, CO-based Crispin Porter + Bogusky.