Kraft Mac and Cheese: The World's Largest Blind Taste Test

This case study shows how Kraft Foods, an American food producer, announced the biggest change in its popular Blue Box Kraft Mac & Cheese by not saying a word about it.

Kraft Mac and Cheese: The World's Largest Blind Taste Test

Agency: CP+B Boulder / Starcom / Olson Engage Chicago

Summary

How do you announce the biggest change in a beloved brand's 80-year history?

By not saying a word.

As the world shifts toward better-for-you foods, Kraft was looking for a way to launch their new recipe featuring no artificial flavors, preservatives or dyes. But change is scary. Especially when it comes to an iconic American brand. So we worked with Kraft to develop a communications strategy that made the product change virtually indiscernible on-pack, while going dark in all...

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