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.

RECOGNITION:
The One Show - Direct Marketing - Shortlist
The One Show - Social Media - Shortlist
The Webby Awards - Best Social Community Building and Engagement - Honoree
Effie Awards - Food - Gold
Effie Awards - Youth Marketing - Bronze
Communication Arts - Digital Advertising - Shortlist
WARC Awards - Instant Impact - Gold
Marketing Awards - Integrated Campaign Led By PR - Silver
Marketing Awards - Community Building - Bronze
Applied Arts Advertising - Craft Art Direction
Applied Arts Advertising - Experiential / Event
Atomic Awards - Atomic Engagement - Bronze
Atomic Awards - Best Digital Engagement - Bronze
Atomic Awards - Best Experiential Engagement - Bronze
AdAge’s 2021 Creative Agency of the Year Case

PRESS:
The Late Show with Stephen Colbert, Late Night with Seth Meyers, CNN, TODAY, NBC, Complex, USA Today, Hypebeast, Barstool Sports, Business Insider, CBS, DailyHive, New York Post, BuzzFeed, Food & Wine, Delish, HuffPost, Nerdist, Narcity, Adage, Muse by Clio, National Post, CBC, Global News, Fox News, Vice and more.

TEAM:
Managing Partner, CCO: Aaron Starkman
Managing Partner, ECD: Mike Dubrick
Partner, CD, Head of Art: Joel Holtby
Creative Director: Allan Topol, Loretta Lau
Art Director: Nick Noh
Copywriter: Jordan Darnbrough
Designer: Jake Lim
French Writer: Karine Doucet
Strategist: Sean McDonald, Hannah Newport
Producer (in house): Narine Artinian, Kate Spencer
Production Company: Fuze Reps
Photographer: Chris Robinson