Kraft: The Best Recipes on Pinterest!

25 Dec 2014
Kraft: The Best Recipes on Pinterest!

Kraft is one of the largest consumer packaged goods companies in North America, with a brand portfolio consisting of iconic foods specialized in beverage, cheese, dairy and snack products. Today, we’ll be looking at Kraft’s one dimension: Kraft Recipes.

As a microsite built by Kraft, Recipes exist on Pinterest with a high influence. The page has more than 200.000 followers on their well-crafted Pinterest profile. Let’s see how they do it!


Using the right thing on the right platform is crucial. And Kraft applies it perfectly well. Since Pinterest is a platform mainly used by women and very suitable for recipes, it is the perfect match for the brand!


Usefulness and Promotion Can Go Hand-in-Hand

Kraft Recipes is an account based on recipes and cooking tips that can be made with its own products. What Kraft does here is to mix “usefulness” and product promotion with a smooth harmony. That’s the best way to promote your brand indirectly!



The brand creates several boards for different types of recipes. This way, everything looks right in their places without getting lost. Special boards for special themes should be your guide, too!

Kraft also carries their seasonal boards on top, which is something you can easily do by a simple drag & drop. Keep that in mind!


Linking The Platforms

Kraft does a great job by pinning these recipes directly from the website. This way, when someone clicks on the photo, they are redirected into the original Kraft Recipes website. “If you like the food, let’s check the recipe!”

That’s a great way to drive traffic into the website. And the reverse is, of course, true. Kraft uses the “Pin It” button on the recipes which allows the reader to share them on Pinterest, as well. With such a simple trick, you can generate a two-sided effect and link your platforms.



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Let's Comment!
What do you think about Kraft on Pinterest? Does the platform fit your brand, too?