Eating Ethnic

Posted on by Chief Marketer Staff

A new study, sponsored by Kraft Foods, has found that Italian dishes, Mexican meals, and an American classic, macaroni and cheese, top the list of American families’ favorite meals.

Findings from the “Smile and Say Cheese K-R-A-F-T” Report were released in conjunction with the kickoff of the “Smile & Say Cheese K-R-A-F-T” contest, which offers the chance to win a two-week family vacation to anywhere in the United States for up to $15,000. Five winning families will also appear (saying cheese! of course) in a national Kraft Cheese print ad in People magazine.

To enter to win the grand prize, families must submit a photo of their family having fun along with the name and description of their favorite dish and cheese. Contest entry kits are available on the packages of the five Kraft brands – Kraft Singles, Velveeta Pasteurized Process Cheese Spread, Kraft Grated Parmesan Cheese, Kraft Natural Shredded Cheese, and Philadelphia Cream Cheese. The winning entry will be selected based on originality/creativity, appropriateness to the contest theme, and composition of elements in the photo. Winners will be notified on or about March 9, 1999.

According to the study, 33 percent of Americans named macaroni and cheese their single favorite cheese dish while Italian dishes (such as lasagna, pizza and spaghetti) combined to make the largest category of cheese meals (36 percent). Mexican entrees like tacos, nachos and enchiladas combined to make up 12 percent of America’s favorite cheese dishes. The cheese sandwich, hot or cold, came in with 6 percent of the vote. The survey was conducted by telephone with almost 2,000 American Families by Market Facts in July, 1998.


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