KRAFT MAC & CHEESE
For over 80 years, Kraft Mac & Cheese has been an American icon. But for the first time in decades, it was being outshined by newer brands claiming to be cheaper, healthier, or just plain better.
Instead of comparing ourselves to competitors, our new platform set our sights on something higher: every great thing on earth.
Better than the holidays.
Better than field goals.
Better than life partners.
Better than flying.
Better than reality tv.
Better than cooking shows
Better than rom coms.
Better than professional basketball.
Better than football.
This hyper-contextual campaign featured more than 200 bespoke assets that spoke directly to their surroundings, including films like the ones above (voice by the best comedian ever, John Mulaney) as well as many OOH and non-traditional placements.
Then at the Superbowl, when every brand is claiming they’re the best, we responded to every single ad in real time during the broadcast.
So when Draft Kings aired their ad, we posted this…
Or when OpenAi dropped theirs, we dropped this…
When Pepsi dropped their Polar bear ad…
