Kraft Mac & Cheese Strategy
Business Problem: Kraft Mac & Cheese is considered a food you grow out of when you learn how to cook for yourself, leaving many potential consumers untapped.
Kraft Action
GET Millennials and Gen Z consumers WHO don’t feel connected to Kraft Mac & Cheese as adults TO give KraftHeinz their 1st Party Data BY recognizing their transformed relationship to the brand.
INSIGHT: Kraft Mac & Cheese saves dinner for kids, but ruins it for adults.
IDEA: Two things we know: Kids are picky eaters. And basically all of them love Kraft Mac & Cheese. A love so intense, they’ll ruin your dinner over it. What if Kraft launches a class action lawsuit against itself on behalf of anyone whose dinnertime has been interrupted by a child demanding Kraft Mac & Cheese?
To remedy this egregious loss of goodwill, we’ll use paid social ads and OOH to direct consumers to KMC’s page to join the “lawsuit” and give 1PD for the chance to win dinner at a variety of famous Michelin-star restaurants where there’s surely no kids to ruin your dinner.
Additionally, the site will have the option to provide more details about their emotionally damaging experiences (to be reused as social content) for a greater chance to win.
The Madison Macaroni's
GET Americans of all ages WHO love sports entertainment TO engage with KraftHeinz brands in a new way BY creating an original brand experience.
INSIGHT: Kraft Mac & Cheese saves dinner for kids, but ruins it for adults.
IDEA: Few things are more beloved in the United States than Kraft Macaroni & Cheese and Baseball. What if we combined them to create a wholly new brand experience that is perfectly alligned for family fun and midwest pride?
Modeled after the Savannah Banannas, we will create out own minor league baseball team based in Madison, Wisconsin--the heart of midwest cheese pride! This seasonal experience will serve as fully branded weekly event and also be a dedicated test kitchen & event space for all KraftHeinz endeavors.
There is a giant deck FULL of guest touch points, please reach out and I will gladly share!
