KRAFT encourages customers to ‘send noods’ (backlash ensues)

Macaroni maker Kraft Foods in early October launched a social-media activation aimed at pandemic-weary people hungry for a comforting dish of happiness. But after just a few days on high heat, the pasta promotion ended up overcooked and had to be tossed out.

The problem: the sexualized wordplay baked into the mac-and-cheese campaign’s slogan: “Send Noods.” It was clever, sure. Unfortunately, many on Twitter and elsewhere found it triggering. Kraft launched the activation to coincide with National Noodle Day on Oct. 6 and invited fans of the palate-pleaser to visit www.enjoynoods.com or go to @kraftmacncheese on Twitter and use the hashtag #SendNoods to have a free box of Kraft macaroni sent to a loved one.

Campaign spokesperson was Saturday Night Live's Vanessa Bayer, and some of the digital ads supporting the activation appeared on dating sites. The campaign was scheduled to run through Oct. 11, but the furor surrounding the slogan became so intense that Kraft felt it had no choice but to pull the promotion and issue a formal apology. Before the campaign ended, the brand sent out 20,000 free boxes (or coupons redeemable for a free box).