Kraft perks up its classic Macaroni & Cheese with pumpkin spice

Pumpkin spice… mac ‘n cheese?

Kraft Heinz is taking a page from Starbucks with the debut of Pumpkin Spice Macaroni & Cheese, putting its own stamp on the ubiquitous fall flavor.

The limited-edition product will be available exclusively through a Twitter campaign that starts Friday and runs through Tuesday. Kraft will select 1,000 people in the U.S. who tag the brand with #PumpkinSpiceKMC and #Sweepstakes to receive a box of the new product. 

The U.S promotion follows a similar campaign launched in Canada earlier this week, which drew in 30,000 sign-ups to an online wait list for the product within 48 hours. Rethink worked on the Canadian and U.S. promotions, with stateside adaptation by VaynerMedia.  

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