KRAFT MAC&CHEESE
DON’T MESS WITH PERFECTION
D&AD NEW BLOOD 2024 WINNER ✏️
Year: 2024
Print Activation PR Kit Digital
The obsession with trendy food overshadows the comfort of Kraft Mac&Cheese.
INSIGHT
There's nothing more comforting than a warm plate of Kraft Mac&Cheese.
BIG IDEA
Exploit the absurdity of food trends and highlight the comfort of Kraft Mac&Cheese.
Stage 1: The Leak
Using paid influencers to stage a spoof “leak” of new Kraft Mac & Cheese flavors as the replacement for the original recipe.
Stage 2: The Launch
Invite food influencers and content creators to a Pop Up Event to try the new Kraft Mac&Cheese flavours and to spread the word
Stage 3: The Reveal
On December 5th, during National Comfort Food Day we will flood social media, stores and OOHwith the reveal that it was a prank and that Kraft Mac&Cheese is not to be messed with
Social Media Posts
Billboards