Kraft will pay you $ 20 for not making cheesecake this Christmas

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Lack of cream cheese affects US restaurants 0:59

New York (CNN Business) – Kraft is using its cream cheese shortage as a marketing opportunity.

For a few days for these holidays, a limited number of people will be able to spend $ 20 on a dessert at the expense of Kraft, owner of Philadelphia cream cheese. The premise: People who can’t make cheesecake because they can’t find cream cheese can get another baked good paid for by Kraft.

Here’s how it works: People interested in the deal can visit a special website created by Kraft. On December 17 and 18, up to 18,000 of them will be able to get the right to get a refund for a Christmas dessert. They will be able to present the receipts 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 of Philadelphia cream cheese, without affecting brand presence.

Kraft is taking advantage of the cream cheese shortage as a marketing opportunity.

Cream cheese is one of the newest products hard to get in a lean year. Increased demand for cream cheese during the pandemic has made it difficult to stock the shelves, according to Kraft.

Last year, with more people baking and eating at home, demand for cream cheese soared 18% compared to 2019. It has remained at that high level in 2021, according to Kraft. Meanwhile, restaurants are also asking for more of the product.

Junior’s Cheesecake, which stocks Philadelphia brand cream cheese, said last week It has struggled to obtain a sufficient supply of the key ingredient, and has been forced to occasionally pause the production of cheesecake, according to the owner. New York bagel shops too They have had problems to get enough cream cheese.

To cope with demand, Kraft is pumping funds into its Philadelphia brand, according to Basak Oguz, Philadelphia’s chief marketing officer.

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

Oguz added that the company has temporarily stopped making “a very limited number” of Philadelphia products in order to increase production of its most popular items.