Kamil Perry
Cheesasaurus Rex was an orange dinosaur and the animated mascot for Kraft Macaroni and Cheese in the 1990s. His tagline, When the cheese starts flowing, Kraft gets your noodle going!, was a catchy slogan that brought the brand to life. Cheesasaurus Rex was passionate about all things noodle-related, especially when smothered in cheese. He even had his own theme song, which he used to introduce himself to fans. Cheesasaurus Rex was an active and friendly dinosaur, despite being extinct, and he could often be spotted in commercials, munching on those savoury blue box noodles.
| Characteristics | Values |
|---|---|
| Tagline | "When the cheese starts flowing, Kraft gets your noodle going!" |
| Mascot | Cheesasaurus Rex |
| Mascot Description | A friendly, orange dinosaur |
| Product | Kraft Macaroni and Cheese |
| Mascot Debut | 1991 |
| Original Theme Song | "Ma-acoroni and cheese ma-acoroni and cheese oh, the cheese, it may be phony but that’s real macaroni in the ma-acoroni and cheese!" |
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What You'll Learn
Kraft's Cheesasaurus Rex
> "Ma-acoroni and cheese ma-acoroni and cheese oh, the cheese, it may be phony but that’s real macaroni in the ma-acoroni and cheese!"
The catchy tune set the tone for Kraft's creative and lighthearted marketing campaign. Cheesasaurus Rex's playful personality and love for cheesy noodles resonated with audiences, especially children.
A couple of years after his debut, Cheesasaurus Rex's tagline evolved to the now-famous phrase, "When the cheese starts flowing, Kraft gets your noodle going!" This tagline not only emphasized the delicious, cheesy aspect of the product but also cleverly played with the idea of "noodles" referring to both the food and one's brain or intellect. The suggestion that eating Kraft Macaroni and Cheese could get your "noodle" (brain) going added a fun and unique twist to the campaign.
Cheesasaurus Rex's active and engaging persona, despite being a dinosaur, further contributed to his popularity. He could be spotted in commercials, enthusiastically munching on the iconic blue box noodles with the new tagline, "Cheese me!" Cheesasaurus Rex's enduring appeal lies in his ability to bring a sense of fun and excitement to the Kraft brand, creating fond memories for a generation of consumers.
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The Dairy Fairy
> "Ma-acoroni and cheese ma-acoroni and cheese oh, the cheese, it may be phony but that’s real macaroni in the ma-acoroni and cheese!"
A few years later, his tagline changed to "When the cheese starts flowing, Kraft gets your noodle going!", which is the phrase that presumably inspired the Dairy Fairy campaign.
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90s nostalgia
For those who grew up in the '90s, Kraft's Cheesasaurus Rex is an iconic symbol of the decade's nostalgia. With the catchy tagline, "When the cheese starts flowing, Kraft gets your noodle going!", this friendly orange dinosaur was passionate about all things cheesy and noodley. Cheesasaurus Rex made his debut in 1991 as the mascot for Kraft Macaroni and Cheese, and he quickly became a household name. His playful and active personality, despite being an extinct dinosaur, resonated with children and adults alike.
The Cheesasaurus Rex phenomenon didn't stop at just the mascot; it extended to the kitchen cupboards of families across the nation. The blue box of Kraft Macaroni and Cheese, with Cheesasaurus Rex proudly displayed, became a staple in many homes. The ease and convenience of preparing this dish made it a go-to option for busy parents and hungry kids. The very mention of "Cheesasaurus Rex" evokes memories of after-school snacks, lazy weekends, and the comforting taste of cheesy goodness.
But Cheesasaurus Rex wasn't alone in the world of '90s food mascots. Kraft introduced another magical character into the hearts and minds of children – the Dairy Fairy. This animated cow with wings brought a touch of fantasy to every package of Kraft Singles. The Dairy Fairy campaign, which ran from 1996 to 1998, featured an older sister explaining to her younger sibling that five ounces of milk went into every slice of Kraft Singles. It was a unique narrative approach that empowered children and gave them a sense of ownership over their favourite foods.
The '90s were a time when food companies recognised the power of fun and imaginative branding, and Kraft was at the forefront of this movement. Cheesasaurus Rex and the Dairy Fairy weren't just selling products; they were selling an experience. They invited children to embark on a culinary adventure, making mealtime more enjoyable and memorable. These characters left a lasting impression, and their impact can still be felt today.
As we reminisce about the '90s, it's not just the toys, fashion, or music that comes to mind – it's also the food we loved. Cheesasaurus Rex and the Dairy Fairy were more than just mascots; they were ambassadors of childhood joy, bringing families together and creating lasting memories. So, the next time you see that familiar blue box on the grocery store shelf, take a trip down memory lane and relive the nostalgia of the '90s when "the cheese starts flowing and Kraft gets your noodle going!"
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Creative marketing
Cheesasaurus Rex, an animated orange dinosaur with a passion for cheesy noodles, debuted in 1991 as the face of Kraft Macaroni and Cheese. With his catchy theme song and tagline, "When the cheese starts flowing, Kraft gets your noodle going!", Cheesasaurus Rex brought a fun and lighthearted element to the brand. The active and friendly dinosaur mascot, despite being extinct, connected with consumers on a more personal level. This strategy of personification breathed life into the product, creating a sense of familiarity and approachability.
The Dairy Fairy, another successful Kraft mascot from the same era, complemented Cheesasaurus Rex's magic. As an animated cow with wings, the Dairy Fairy brought fantasy and fun to the brand, targeting children with their imaginative narrative. By minimising the role of parents in their commercials and empowering children to take the lead, Kraft created a unique and innovative marketing strategy that resonated with their target audience.
These campaigns showcase Kraft's creative marketing approach, utilising fun and fantastical mascots to engage and entertain their consumers. By developing unique and memorable characters, Kraft effectively differentiated its brand and left a lasting impression on its audience, ensuring that their products stood out in a crowded market.
To further enhance the creative marketing strategy, Kraft could consider reintroducing Cheesasaurus Rex and the Dairy Fairy with a modern twist. By leveraging digital platforms and social media, these beloved mascots could reconnect with their original fans, now adults, and capture the hearts of a new generation. Interactive websites, online games, and social media campaigns could bring these characters to life in a whole new way, creating a community of engaged and loyal customers.
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Kraft Macaroni and Cheese
> Ma-acoroni and cheese ma-acoroni and cheese oh, the cheese, it may be phony but that’s real macaroni in the ma-acoroni and cheese!"
The mascot's tagline, "When the cheese starts flowing, Kraft gets your noodle going!" perfectly captures the fun and indulgence associated with enjoying a bowl of Kraft Macaroni and Cheese. The playful use of the word "noodle" in the tagline also refers to the noodle-like shape of macaroni, inviting consumers to embrace their creativity and have some fun in the kitchen.
The concept of flowing cheese in the tagline evokes an image of abundance, suggesting that Kraft Macaroni and Cheese is a hearty and satisfying meal. The phrase "gets your noodle going" implies that the product is not just delicious but also energizing and inspiring. This clever tagline, along with the memorable Cheesasaurus Rex mascot, has undoubtedly contributed to the enduring popularity of Kraft Macaroni and Cheese.
The success of Cheesasaurus Rex led to the creation of another Kraft mascot, the Dairy Fairy, an animated cow with wings that represented Kraft Singles. While the Dairy Fairy campaign ran from 1996 to 1998, Cheesasaurus Rex has stood the test of time, continuing to appear in commercials for Kraft Macaroni and Cheese with updated taglines, such as "Cheese me!" This enduring mascot is a testament to the power of creative marketing in building long-lasting brand recognition and loyalty.
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Frequently asked questions
"When the cheese starts flowing, Kraft gets your noodle going!"
Cheesasaurus Rex made his debut in 1991 as the mascot for Kraft Macaroni and Cheese.
The theme song for Cheesasaurus Rex is "Ma-acoroni and cheese ma-acoroni and cheese oh, the cheese, it may be phony but that’s real macaroni in the ma-acoroni and cheese!"
The new tagline for Cheesasaurus Rex is "Cheese me!"
Laura R. Oswald is the author of the book "Marketing Semiotics: Signs, Strategies, and Brand Value".
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