KRAFT MAC&CHEESE

DON’T MESS WITH PERFECTION

D&AD NEW BLOOD 2024 WINNER ✏️

Year: 2024

Print Activation PR Kit Digital

PROBLEMThe obsession with trendy food overshadows the comfort of Kraft Mac&Cheese.

INSIGHTThere's nothing more comforting than a warm plate of Kraft Mac & Cheese.

BIG IDEAExploit the absurdity of food trends and highlight the comfort of Kraft Mac&Cheese.

STAGE 1: THE TEASE Use Social Media and OOH to tease cryptic messages that hint at changes and getting rid of the familiar Kraft Mac&Cheese recepie.

BILLBOARDS

SOCIAL MEDIA POSTS

Stage 2: The LeakUse Social Media and guerrilla marketing to stage a leak of the new horrifying Kraft Mac&Cheese flavours as the replacement for the original recipe.

Stage 3: The Launch

Social Media Posts

POP UP EVENTInvite food influencers and content creators to a Pop Up Event to try the new Kraft Mac&Cheese flavours and to spread the word.

Stage 4: The Reveal
On December 5th, during National Comfort Food Day, we will flood social media, stores and OOH
with the reveal that it was a prank and that Kraft Mac&Cheese is not to be messed with.

SOCIAL MEDIA POST

BILLBOARDS

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