Kraft, in a charitable fashion, opened “pay if you can” grocery store to help alleviate financial burden from the nearly 800,000 federal workers affected by the ongoing government shutdown. The store was opened in Washington DC for a full week in January with all the aisles stocked with Kraft products. With a single ad in a local DC newspaper, Kraft assured those affected by the government shutdown they were guaranteed groceries and if they did not have the money at that moment, to pay it forward whenever they do. Kraft message to federal workers in that no one should be denied food because of situations out of their control and that Kraft is there to help in any possible way.
The ability to connect with a community is vital for brands to establish an emotional and personal connection. Kraft is known as a family orientated brand and chooses to align itself with opportunities and charities that are in line with their brand values. When brands put forth initiatives to their audiences, it allows the community to get a broader understanding of brand culture. Not only is this an effective PR move, but it also shows the community there is a sense of trust and potential long-term loyalty between themselves and a brand. Opportunities like this are a way for brands to give back to the community who have, in turn, helped brands stay relevant.
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