KRAFT MAC & CHEESE

 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.

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.

Full case study below