Kraft Heinz ran a unique emergency grilled cheese service for stressed out parents for one day in New York in December, with Times Square shoppers able to text for a free sandwich on demand.
Times Square is one of the most iconic shopping districts in the world, and in December during the run-up to Christmas it's also one of the most crowded - a mix of huge crowds, a long day, and tired children can often be a recipe for disaster. On December 20th from 12pm-6pm, parents were able to text CHZ to 797979 with their name, location in the area, and number of grilled cheese sandwiches needed to get free sandwiches delivered on the spot. Customers were limited to a maximum of four grilled cheese sandwiches per mobile number, and 1,000 sandwiches (prepared at a local Five Guys) were made available for the promotion.
Deliveries were made within two hours via a courier carrying an insulated box branded "Kraft Singles Emergency Grilled Cheese."
The campaign was created by Leo Burnett and it is hoped that it will be run again in future years, if the intial 2018 proves a success.