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Faulty Perception "Krafted" In Commercials

By Daniel R. Feehan, President & CEO


CEO responds to Kraft TV ad

We live in a time when companies across the U.S. spend billions of dollars each year in advertising to sell products and ideas. At Cash America, we can appreciate innovative marketing, but we feel one commercial has crossed the line from innovative to inappropriate.


Kraft Foods is currently airing a new TV commercial for its Macaroni & Cheese product that is offensive and inaccurately depicts pawnshops.


Kraft Macaroni & Cheese
TV Commercial: "Pawn Shop"

Perhaps you’ve seen it. A young girl steals her father’s golf clubs and attempts to pawn them. The pawnshop she enters appears dark, seedy and the pawnbroker lacks integrity. We understand the need to be creative in a competitive marketplace, but doing so at the expense of another industry’s reputation is distasteful.


Over the past 25 years, our company and other reputable pawn lenders have worked tirelessly to dispel myths portrayed in the old Hollywood image of pawnshops. Today’s pawnshops are modern, bright and welcoming places to do business. We believe in providing a safe and enjoyable experience for our customers who must be at least 18 years old (not children, as depicted in Kraft’s commercial).


As a heavily regulated industry, pawnshops don’t knowingly accept stolen merchandise. In fact, less than one percent of the items we accept in our shops is reportedly stolen. We work closely with law enforcement across the country, and we’ve developed programs and procedures to help prevent and solve property crimes.


Like Kraft Foods, the pawn industry employs and serves millions of hardworking people in the U.S. and abroad. From world-class customer service to property crime prevention, safety initiatives and corporate citizenship programs, we are committed to the communities we serve and the residents who live there. The commercial, which pokes fun at our business, negates the improvements we’ve made over the years. And we don’t find that very funny.


For more information about our industry, click here.


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