I don’t know who woke up the Kraft Macaroni & Cheese marketing team, but they are on fire lately. The company unveiled a cheeky #SendNoods campaign today and it has quickly blown through its allotment of free Mac & Cheese.
This stunt marketing campaign follows several recent other ones – two months ago, Kraft relabeled some of its Mac & Cheese boxes as “breakfast food” for parents running short on patience during the pandemic, and last month it released a limited edition Pumpkin Spice Mac & Cheese because, you know, fall.
From Edward Ongweso Jr. at Vice: “For over six years, one Wikipedia user—AmaryllisGardener—has written well over 23,000 articles on the Scots Wikipedia and done well over 200,000 edits. The only problem is that AmaryllisGardener isn’t Scottish, they don’t speak Scots, and none of their articles are written in Scots.”
“Since 2013, this user—a self–professed Christian INTP furry living somewhere in North Carolina—has simply written articles that are written in English, riddled with misspellings that mimic a spoken Scottish accent. … On a page about the movie Million Dollar Baby, AmaryllisGardener wrote ‘This film is aboot an unnerappreciatit boxin trainer.’ This sort of language is repeated across all 23,000 articles they wrote, as well as in the articles they edited; because they are an admin of the site, they have the ability to control much of what ultimately stays on it.”