Campaign details
Brand: Kraft HeinzAgency: Mischief @ No Fixed AddressCountry: United States
Why is this work relevant for Creative Strategy?
We fought for, and won, Kraft Mac and Cheese's category leadership by unearthing insights deeply tied to a cultural moment brought on by the pandemic: In these strange, uncomfortable times, people are reaching for more comfort food than ever before.
And which a sharp disconnect in personal connection, we saw an opportunity to use this comfort food to reconnect people with loved ones.
Background
Tasked with defending Kraft's position as Cheeto's launched its own variety...