Kraft: Send noods

Packaged macaroni and cheese brand, Kraft, headed off a strong new market entrant with its Send Noods campaign in the USA.

Campaign details

Brand: Kraft Macaroni & CheeseBrand owner: Kraft Heinz CompanyEntrant company: Mischief @ No Fixed Address, BrooklynMarket: North AmericaSector: Readymade, convenieceMedia channels: Merchandise & free gifts, Online video, Outdoor, out-of-home, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Amid COVID-19 panic, our disrupted livelihoods had us yearning for comfort. But with connections to others severed, we turned to comfort food to fill the void. Meanwhile, a new competitor entered the Macaroni & Cheese category—Cheetos, a zeitgeist among Millennials and Gen Z. Kraft...

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