Kraft Mac and Cheese
KMC briefed us to create a brand activation that speaks to older Gen Zs and younger millennials connecting them their cultural interests and showing them that KMC is there for them whenever they need some reassuring comfort.
KMC tasked us with rebranding their product to successfully reintroduce Kraft Mac & Cheese to the market by engaging a new target audience. Throughout this collaborative project, we recognized the need to apply innovative thinking to develop a unique, appealing, and engaging strategy.
After conducting numerous interviews with Americans who grew up enjoying KMC, we gained valuable insights into why the product’s popularity had declined. Our primary takeaway was that KMC is now often perceived as an unhealthy option, which has contributed to its reduced market appeal.
In response, we focused on repositioning KMC as a comforting, nostalgic meal that evokes warmth and satisfaction. To achieve this, we developed the KMC challenge, ‘#KeepItCheesy’—an interactive and highly engaging social media campaign that encourages people to enjoy KMC in the most unconventional and unexpected locations, showcasing how it can bring comfort wherever life takes them.
KMC
Our campaign was driven by three key goals: reaching our target audience, positioning KMC as a comforting meal, and making the brand more engaging through social media. To achieve this, we leaned into the idea of extremity encouraging the public to take their KMC to the most unexpected and unconventional locations, demonstrating that comfort can be found anywhere with Kraft Mac & Cheese.
To incorporate movement and dynamic elements into this project, we created two social media advertisement posts. Our primary objective was to ensure these videos were highly engaging. We achieved this by keeping them under 10 seconds, using upbeat music, and incorporating captivating visuals to grab and hold the audience's attention.
