How a new recipe – and smart strategy – revived Kraft Mac & Cheese

This event report outlines how Kraft Mac & Cheese rolled out a new, healthier recipe and avoided alienating loyal consumers in the process.

How a new recipe – and smart strategy – revived Kraft Mac & Cheese

Stephen WhitesideWarc

Kraft Mac & Cheese is a true American icon. But its marketing challenges in many ways symbolize the problems legacy food brands encounter as shoppers switch to healthier diets and natural ingredients.

With sales in steady decline by late 2015, Kraft Mac & Cheese thus decided to remove all artificial preservatives, colors and ingredients from its recipe. And it asked Crispin Porter + Bogusky, its agency since 2010, to concoct a marketing strategythat would successfully whet the taste buds of product...

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