KRAFT MAC & CHEESE
Pumpkin Spice Mac & Cheese

IDEA:
For over 50 years Kraft Macaroni & Cheese and Kraft Dinner have been household staples across North America. But people stopped caring about them and, ultimately, they stopped buying them.

To reignite the love for the original, we created a new flavour the world would hate – on purpose. We launched Pumpkin Spice Mac and Cheese, a parody of Starbucks’ polarizing seasonal latte. As expected, people lost their minds over it. Some hated it, and surprisingly, some even loved it. But our plan worked. People were talking about their love for Kraft, even buying it at levels unseen in years. Proving that there’s nothing like classic Kraft.