Kraft Mac & Cheese — Rachael Dionisio

The Brief: Kraft Mac & Cheese

The Problem: Connect Kraft Mac and Cheese to Gen Z in culture to show them that KMC is more than a kid's food brand.

The Solution: Create a persona for Kraft Mac and Cheese that represents your long-lost friend who has now grown up, just like you have, and he's come back to comfort you.

Out-of-home

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Hey girl, it’s Mac. It’s been a while. Remember me? I remember when you used to peek into the pantry at midnight to see if I was there when Mom and Dad were asleep and you couldn’t make a single sound. You just couldn’t resist me. Well, you live under your own roof now. No more parents to tell you when you can and can’t get enough of me. You can’t deny that you still have feelings for me. I know you always will. All it takes is a butt dial and all of a sudden you’ll remember every moment we shared growing up. Just because you moved out of your parent’s house doesn’t mean we can’t link up in the pantry at midnight anymore. Kraft Mac & Cheese. You can’t resist a piece of Mac.

Hey man, it’s Mac. Remember when you drank a family-sized bottle of root beer and faced the craziest sugar crash of your life? What would you have done without me to ease the pounding headache you had for the next three hours? Well, now the bottles of root beer have turned into actual beer and the sugar crashes have turned into nasty hangovers but there is still one thing that is consistent: me. Next time it’s 4 pm on a Sunday and you still haven’t gotten out of bed, remember what I’m good for. Those five steps to the pantry will be just as worth it as they were when we were kids. If I could ease the pain then, I could ease it even better now. And I’m still the most delicious medicine you’ve ever had. Kraft Mac & Cheese. You can’t resist a piece of Mac.