Kamil Perry
Kraft Macaroni & Cheese is a nonperishable packaged macaroni and cheese mix. It is made by Kraft Foods Group and traditionally comes in cardboard boxes with dried macaroni pasta and a packet of processed cheese powder. In 2021, a Reddit user asked for help identifying the song from a Kraft Mac and Cheese commercial, which was revealed to be Not Hungry by Enya. The song Only Time by Enya has also been featured in Kraft Macaroni & Cheese commercials.
| Characteristics | Values |
|---|---|
| Song Name | "Only Time" |
| Singer | Enya |
| Song Type | Smooth and soothing |
| Commercial Description | A young girl decides she's not hungry for vegetables, her mother chases her around the house with the food and declares, "You're having one more bite!" The girl then eats Kraft Macaroni & Cheese with a smile. |
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What You'll Learn
Kraft Mac & Cheese song choice deemed poor
Kraft's decision to use Enya's "Only Time" in its Mac & Cheese commercials has been criticised by some. The song, which was released in 2000, is often associated with 9/11 due to its heavy rotation on television in the aftermath of the attacks. As a result, some viewers have deemed the song an odd or inappropriate choice for the lighthearted and whimsical Kraft commercials, which typically feature children happily eating the product.
The commercials in question often involve a parent struggling to get their child to eat dinner before the child eagerly devours Kraft Mac & Cheese. The song "Only Time" is used to convey a sense of serenity and comfort associated with the product. However, for many viewers, the song evokes strong memories of 9/11, creating a jarring and unpleasant contrast with the playful tone of the commercials.
Some have speculated that the use of "Only Time" in the Kraft commercials was an intentional attempt at irony, similar to the song's usage in Volvo's "Epic Split" ad campaign. However, the association with 9/11 has left a negative impression on some consumers, with comments on social media platforms suggesting that the song choice has turned them off the product.
The song "Only Time" by Enya has also been featured in other Kraft Mac & Cheese commercials, including the "Not Hungry" and "Sibling Takeover" spots. In the "Not Hungry" commercial, a young girl who decides she's not hungry for vegetables ends up happily eating Kraft Mac & Cheese, with the soothing melody of "Only Time" accompanying the scene. Similarly, in the "Sibling Takeover" ad, a father restores peace in a chaotic household by serving Kraft's Unicorn Shaped Mac & Cheese, while the song describes his serene feeling.
While Kraft's decision to use "Only Time" in their Mac & Cheese commercials may have been well-intentioned, aiming to evoke a sense of comfort and serenity, the song's strong association with 9/11 for many people has led to a backlash from some consumers. This reaction highlights the potential pitfalls of using songs with strong emotional connections in advertising campaigns, where unintended associations can detract from the intended message.
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'Only Time' by Enya
"Only Time" is a song by Irish musician Enya. It was released on November 6, 2000, as the lead single from her fifth studio album, "A Day Without Rain". The song topped the charts in several countries, including Canada, Germany, Poland, and Switzerland, and peaked at number 10 on the Billboard Hot 100 in the United States.
The song is known for its smooth and soothing melody, and it gained additional significance following the September 11 attacks. It became an anthem for the victims and their families, with Enya donating the earnings from the sale of the remixed single in 2001 to the Widows' and Children's Fund of the Uniformed Firefighters Association. The song was widely used in television and radio coverage of the attacks and their aftermath, and its sales skyrocketed, with the S.A.F. radio remix reaching number one on the adult contemporary chart.
Despite its association with the September 11 attacks, Kraft chose to feature "Only Time" in their commercials for Kraft Macaroni & Cheese. The commercials depict parents struggling to get their children to eat dinner before the kids happily devour Kraft Macaroni & Cheese. While the song's calming tone may have been intended to create a sense of comfort and warmth associated with the product, many viewers found the choice of song jarring and inappropriate. Some commented that hearing the song instantly brought back memories of 9/11, and they were unable to dissociate the song from that context, especially when paired with a lighthearted advertisement.
The juxtaposition of the song's emotional weight with the lighthearted nature of the commercials seemed to miss the mark for many people, and some even stated that it affected their perception of the Kraft brand and products. This reaction highlights the potential pitfalls of using songs with strong existing associations in advertising, especially when those associations are not carefully considered or aligned with the product's message.
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Ad features a chaotic family
Kraft Macaroni & Cheese commercials feature Enya’s “Only Time,” a smooth and soothing song. The song is set against a backdrop of chaotic family scenes. In one such commercial, a young girl decides she is not hungry and her mother chases her around the house with vegetables, insisting that she eat "one more bite." The scene then cuts to the girl happily eating Kraft Macaroni & Cheese, with the peaceful melody of "Only Time" in the background.
Another Kraft Macaroni & Cheese ad features a father folding laundry while his children run around the house, playing instruments and asking him questions. The father manages to calm the children by serving them Kraft's Unicorn-shaped macaroni and cheese, as Enya's serene "Only Time" plays in the background.
The use of "Only Time" in these commercials has been controversial, as the song is strongly associated with 9/11 for many people. Some viewers have found the song choice to be inappropriate and jarring, given the somber memories evoked by the song. Despite the criticism, Kraft has continued to use "Only Time" in its advertising campaigns, perhaps aiming for irony or contrast with the chaotic family scenes depicted in the ads.
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Kraft Mac & Cheese is popular in Canada
Kraft Mac & Cheese, known as Kraft Dinner in Canada, is extremely popular in the country. In fact, it has been called a de facto national dish of Canada. Canadians purchase 1.7 million of the 7 million boxes sold globally each week and eat an average of 3.2 boxes per year, 55% more than Americans. The product is so popular that its Facebook page, KD Battle Zone, attracted 270,000 fans, despite there being no prizes for the contest. Kraft Dinner is often simply referred to as KD and has become a generic trademark of sorts for macaroni and cheese.
The product's popularity can be attributed to several factors. Firstly, it was introduced in Canada in 1937, during the Great Depression, when milk and dairy products were being rationed, and more meatless meals and convenience foods were being sought by families. The timing of its launch played a significant role in its success. Additionally, the product contains ingredients that are favoured by Canadians, such as fat, sugar, starch, and salt.
The brand has also evolved over time, introducing various flavour variations and formulations, such as Easy Mac (single-serving cups), deluxe varieties with liquid processed cheese, and microwavable frozen meals. Kraft has also leveraged advertising and marketing to promote its product, including television commercials featuring songs such as "Only Time" by Enya and "Not Hungry" by the same artist.
Kraft Mac & Cheese has become so ingrained in Canadian culture that immigrants often mention Kraft Dinner when surveys ask for examples of Canadian food. It has also been referenced in popular culture, such as in the song "If I Had $1000000" by the Canadian rock band Barenaked Ladies, indicating the product's iconic status in Canada.
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Kraft Mac & Cheese's history
Kraft Mac & Cheese, known as Kraft Dinner in Canada, is a non-perishable packaged macaroni and cheese mix. It was introduced in the US and Canada in 1937 by the Kraft Foods Group. The product was well-timed, as during World War II, the rationing of milk and dairy products, increased reliance on meatless meals, and more women working outside the home created a large market for the product, which was considered a hearty meal for families.
Over the years, Kraft has introduced various Kraft Mac & Cheese product iterations. In 1975, a version with spiral-shaped noodles was introduced, followed by Velveeta Shells & Cheese in 1984. In 1999, a single-serving variation requiring only water for preparation was launched as Easy Mac. In 2006, the cheddar and white cheddar versions switched to organic macaroni, and Easy Mac Cups were introduced. The following year, the noodles switched to 50% whole grain, and Macaroni & Cheese Crackers were launched, although these were discontinued in 2008 as they did not meet company targets. In 2010, a sub-line, Homestyle Deluxe, was added in three flavors: cheddar, four-cheese sauce, and Old World Italian.
Kraft Mac & Cheese has become particularly popular in Canada, where it is considered a de facto national dish. Canadians consume 55% more boxes per capita than Americans and purchase 1.7 million of the 7 million boxes sold globally each week. The product has also gained cultural significance, with references in songs by Canadian rock band Barenaked Ladies and appearances in commercials featuring Enya's "Only Time."
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Frequently asked questions
The song in the Kraft Macaroni and Cheese commercial is "Only Time" by Enya.
"Only Time" is often associated with 9/11, so it seems like an odd choice for a Kraft Macaroni and Cheese commercial.
The commercial features a young girl who decides she's not hungry for vegetables. Her mother chases her around the house, insisting she takes one more bite. The scene then cuts to the girl happily eating Kraft Macaroni & Cheese, with the soothing tone of "Only Time" by Enya playing in the background.
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