Kraft Mac & Cheese: Tweet your love

Kraft, faced with slowing sales of its Macaroni and Cheese ('Mac and Cheese') brand in the U.S., looked to increase consumption by making this iconic American favourite relevant to adults again.

Kraft Mac & Cheese: Tweet your love

Crispin Porter + Bogusky

SUMMARY

Kraft Macaroni and Cheese needed a boost. Fifty years of advertising to kids had established it as America's favorite kids' food, and sales had flattened since families no longer shared the meal. We wanted adults to eat it again, but presumed they'd long outgrown it.

Not quite. Turns out adults love Kraft Macaroni and Cheese as much as they did when they were kids. Problem is, Kraft's kid advertising worked so well that even the most passionate mac and cheese loving adults keep their desires secret, ashamed and...

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