Kraft Mac and Cheese, D&AD New Blood
Solution for the Kraft brief given by D&AD in the 2024 New Blood category.
Kraft Mac and Cheese (KMC) is America’s most iconic comfort food. It has been filling bellies and feeding souls since 1937. The brand has been on a renovation journey over the last few years. While KMC has always allowed parents to win their kids over at mealtimes, the truth is – everyone loves mac & cheese – helping yourself to bowl-full is like catching up with an old friend who fills up your belly & soul. This is true for students, graduates, first time-home owners, new parents, and everyone in between.
We created a brand activation that speaks to older Gen Zs and younger Millennials by connecting to what they care about in the social media, and showing them that KMC is there for them whenever they need some reassuring comfort.
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Art Director Maud Grevstad
Copywriter Iris Slazak Løken
