KRAFT MAC&CHEESE
DON’T MESS WITH PERFECTION
D&AD NEW BLOOD WOOD PENCIL WINNER ✏️
Year: 2024
Print Activation PR Kit Digital
The obsession with trendy food overshadows the comfort of Kraft Mac&Cheese, with over 50% of young people chasing viral trends online.
INSIGHT
There's nothing more comforting than a warm plate of Kraft Mac&Cheese.
BIG IDEA
Exploit the food trends to highlight the comfort of Kraft Mac&Cheese.
THE LAUNCH
Influencer Posts
Influencers “breaking into” PR Packages
to leak the new flavors
Influencers amplifying the leaks and
rumours by giving them coverage
Food blogs and accounts posting
the boxes showing up to stores
New Flavour Line Up
Launch Event
Host a launch event where influencers and critics try the new Kraft Mac & Cheese flavors and react with visible disgust.
Share their reactions live on social media to spark buzz and intrigue.
Influencer Posts
Influencers reacting and giving their first impressions of the new flavours
Content giving details and informing
their followers of the new flavours
Creators trying and reviewing the
new flavours during the lanch event
Press Headlines
Social Media Posts
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 Posts