Kraft Mac & Cheese

For this brief, our campaign's main theme revolves around nostalgia, featuring the well-known Kraft Mac & Cheese. The goal was to connect with Generation Z and young millennials. We found something both groups share - leaving home for new places, then missing the comfort of home and family. When young people move away, they enjoy discovering new places, making new friends, and beginning a new part of their lives. But they can also miss their families and the familiar places they left. Our campaign focuses on these strong feelings and moments. By highlighting the nostalgia associated with Kraft Mac & Cheese, we aim to resonate with our audience on an emotional level.

Summary

• Brand: Kraft Mac & Cheese (D&AD Brief)

• Purpose: Create a brand activation that speaks to older Gen Zs and younger millennials by connecting to what they care about in culture, and showing them that KMC is there for them whenever they need some reassuring comfort

• Target Audience: American, older Gen Zs and younger millennials (ages 18-32) who do not have kids and are at a stage in their lives where they are navigating all sorts of challenges - big and small

• Display Context: 30 Second Advert