Kraft signs explosive sponsorship deal 12/04/2010 |
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Kraft Foods has found a novel way of promoting its Cheddar Explosion macaroni cheese – by sponsoring the demolition of the Dallas Cowboys’ former home, Texas Stadium.
The company paid $75,000 to sponsor the event at the weekend. An 11-year-old boy who won a Kraft essay-writing competition triggered the explosion, taking down 4 million pounds of concrete, 2 million pounds of steel and a banner reading “Demolicious”.
“We wanted to find an explosive idea that tied in with our launch,” said Eileen Sharkey Rosenfeld, a senior brand manager at Kraft. “This made a lot of sense.”
The company also donated $75,000 of food to local charities. Rosenfeld added that she knew of no other demolition that had attracted a sponsor.
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