Kraft Dinner. How not to respond to a consumer’s complaint.
- Sophie Green
- Oct 29, 2010
- 1 min read
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.