Kraft Dinner. How not to respond to a consumer’s complaint.
Like any good Canadian, I have an appreciation for Kraft Dinner. Otherwise known as Kraft Macaroni and Cheese Dinner, it is so important to Canadians that we don’t even have to say “Macaroni and Cheese” anymore. It’s obvious. I’ve loved it for over 30 years.
Imagine my concern when I had the pasta portion already on the boil, and I lifted this cheese sauce pack out of the box:
Yes, those are bugs. There were a lot more than that crawling around the inside the box. You can imagine how many had perished in the boiling water with the pasta.
Obviously, I threw everything away, and called Kraft Canada right away. The representative expressed a little bit of surprise, but not enough for my liking. She asked me for my address, and I thought I was in for some appropriate compensation.
Here’s what they sent (letter and coupon on scan). Click to enlarge.
If I read that correctly, the compensation for almost feeding hundreds of live or just-boiled insects to my children: $1.71.
What do you think I should do? Other than posting the video on YouTube of course. Please comment.
Today’s brand message for food companies: if someone tells you there are living (or dead) bugs in your sealed packages, get your consumer team to escalate the issue to someone in the company who thinks your brand may actually suffer as a consequence.
How about sending a link to your blog entry to Jean Spence.
Jean Spence is Executive Vice President of Research, Development & Quality for Kraft Foods. She is responsible for all product and packaging development, research, nutrition, quality, food safety and scientific affairs worldwide.
I don’t have her email address but here’s the corporate phone number.
I’m betting that would do it… and it might set up your nexzt gig 😀
I like Rob’s approach above. Good move. And an absolute “no bull-shit policy” must be enforced, and you have to be committed. So committed that you are willing to never eat Kraft Macaroni and Cheese dinner again if it comes to that. Harsh, I know.
I had a similar experience with Samsonite – without the bugs. Several levels of escalation before being told by a Country manager that I should “perhaps try another brand of suitcase”. No Samsonites have been, nor will ever be, purchased in our household again.
And get everyone you know that Twitters, blogs, Facebooks, etc. to link to the video and your blog. Exposure is good. Maybe a Facebook group called “Kraft Dinners Have Bugs”. Or post it to Kraft’s corporate Facebook group?