Kraft Heinz is really outdoing itself with wacky brand-themed gifts for Father’s Day this year.
On the heels of its promotion of a limited number of A.1.-branded, meat-scented candles sold online, the company is now auctioning off a made-for-social-buzz item: a sculpture of dad’s head, carved from a 40-pound block of Kraft Sharp Cheddar Cheese.
The brand is positioning the offbeat gift idea as being a great way to “celebrate dad for his cheesy greatness” — meaning penchants for things like cheesy jokes, music or T-shirts. That, in turn, ties into Kraft’s “Family Greatly” marketing message that parents don’t have to be perfect to be great in their kids’ eyes.
“Will your cheese sculpture be perfect? No. Will it be great? Absolutely (kinda like dad),” summed up Anne Field, Kraft’s director of brand building.
Each of the sculptures takes three days to make, and just five are being offered.
Bids must be placed on ebay.com/CheeseYourDad by 5 p.m. CT on June 12. The top five bidders (continental U.S. states only) will be notified immediately by email, and will then need to submit a suitable photo of dad in time to get the sculpture made and shipped for Father’s Day.
As of noon CT today, the bid was at $830.
And by the way, Kraft stresses that the sculptures, while indeed made from cheese, are, not edible.
All proceeds from the auction will go to Feeding America, along with a dollar-for-dollar donation match from Kraft, up to $25,000.
Kraft is also encouraging daughters and sons to take snaps with their dads and post them on #CheesyIsGreat and #FamilyGreatly.