Kraft to pay customers not to make holiday cheesecake

Up to 18,000 individuals will be selected for “spread the feeling” promotion 

A national shortage of cream cheese has turned into a marketing opportunity for Philadelphia Cream Cheese owner Kraft. The company has announced it will pay up to $20 for a replacement dessert for those who are unable to make their holiday cheesecakes.

While only a limited number of people will be eligible for Kraft’s “spread the feeling” promotion, it gives the company an opportunity to keep Philadelphia cream cheese-stiffed consumers happy and thinking positively about the brand.

“A delicious cheesecake is a holiday tradition that many families look forward to,” reads its website. “At Philadelphia, we believe these moments of delight that pull you into holiday feelings really matter. So, if cheesecake is on fewer holiday tables this year, we want to make sure that you still get that holiday feeling, even if it’s through other desserts. If you can’t spread Philly, spread the feeling.”

Individuals hoping to participate in the campaign can go to a website Kraft plans to set up, with as many as 18,000 participants chosen on Dec. 17-18.

The lucky chosen few must then submit their receipts to Kraft in order to get reimbursed for their dessert purchase.

Demand for cream cheese has increased steadily during the COVID-19 pandemic, jumping 18% in 2020 compared to 2019. Kraft told CNN Business that number has held firm meanwhile in 2021.

Restaurants, meanwhile, have also needed to order more of the Philadelphia cream cheese product, with one — Junior’s Cheesecake — telling CNN Business last week that it was struggling to get enough to keep up.

Kraft has responded to the rise in demand by increasing their own funding into its Philadelphia cream cheese brand.

“We’re investing millions of dollars on Philadelphia cream cheese,” Basak Oguz, the brands marketing direct, told CNN Business in an email.

Oguz also reportedly told CNN Business that the brand has temporarily stopped producing a small amount of other Philadelphia products in order to keep up with the demand of more popular ones.