KRAFT Macaroni & Cheese: Sabemos que te va a encantar (We know you're going to love it)
Brand/Client: KRAFT Macaroni & Cheese / Kraft
Lead Agency: CP+B
Contributing Agency: Starcom MediaVest Group
State of the brand's business
Kraft Macaroni & Cheese not only created its category, it still reigns as its clear-cut leader decades later. There are not many American households without a box in the pantry. Yet there is still a sizeable long-term growth opportunity for KRAFT Macaroni & Cheese.
The Hispanic population in the U.S. was 50.5 million strong in 2010 and accounted for 56% of the nation's growth from 2000 to 2010. And with their under-consumption of KRAFT Macaroni & Cheese, it was clear where the future growth of the business lies. But KRAFT hadn't attempted to reach out to new customers in this segment of the population in almost six years. During that time, the original Blue Box KRAFT Macaroni & Cheese experienced declines in consumption, particularly with less-acculturated Hispanics.