An advertisement campaign created for Kraft Mac and Cheese based on the brief provided by D&AD 2024. This year, Kraft Mac and Cheese wanted to create an advertisement campaign for an older audience. Kraft Mac and Cheese is commonly enjoyed by children, but in truth it is a comfort food that is enjoyed by all ages. KMC wants to create something that will get people to say "I can't believe KMC did that", while still connecting to what is important to the target audience. Introducing the campaign:
I created a series of ads designed for YouTube and TikTok, as well as radio. These ads are meant to show that it is ok to eat Kraft Mac and Cheese at any age, and there is no shame in enjoying a comfort food. They are meant to be a little shocking with the cuss words to align with what the brief wants.
YouTube Ad:
The TikTok variation is meant to look more homemade, tricking the viewer into thinking it is a regular post, when it is in fact an advertisement:
Radio Ad:
To ad on to the campaign, I have created a 3D mockup of an XM strategy. This is a pop up event that can be located in any busy area, such as a shopping center, or even the Calgary Stampede. It is a contest for who can eat Kraft Mac and Cheese the most shamelessly. Winner will be decided by who has the highest decibels while chewing and who makes the most mess. Guinness World Records will be invited to judge the contest, and participants will receive branded merchandise such as bowls, napkins, forks, and of course mac and cheese itself.
By associating KMC with lively events and communal experiences, we foster deeper connections with the audience and reinforce the brand's playful spirit without the involvement of children.
