Kraft Mac & Cheese
3½ Minutes to Care
​​
Campaign Type
Campaign Date
Integrated Marketing Campaign
March 2024
Food in Full Colour is an integrated campaign that shows off the range of natural colours that can be found across the YO! menu.
​
This campaign aimed to eliminate boredom and bring joy to people's lives via bright, organic food. As well as a few colours inspired by YO!​​
Insight
Mental health is a massive issue in today's youth and it takes the same amount of time to cook a Kraft Pot & to check in on your friends.
Idea
Create a campaign around the idea of using the time it takes to cook your Kraft pots wisely, using that time to provide comfort and check in on the people around you.
Excecution
In-Store Brand Activation
This campaign has a major supermarket brand activation, with Kraft Pots to give away, a microwave to cook them, and a Kraft Ambassador to encourage customers to use the 3½ minutes while their Kraft Pot is cooking to message or phone a friend to check up on them
Proposed Activation Layout
The layout was designed with comfort in mind, to make the display as inviting as possible and align with Kraft being a comfort food.
We designed brand elements with our slogan on them for the store display.
Kraft Ambassadors
As part of the in-store activation, Kraft would send out ambassadors, who were trained in certain qualities, to support customers in cooking their Kraft Pot, encourage them to check in on a friend while it cooks, and capture content for social media.
​
They should meet this criteria:
-
Active Listener
-
Caring
-
Conversational
-
Enthusiastic
-
Open-Minded
-
Outgoing
​
Social Media Campaign
3½ Minute Posts
​
Kraft would create social posts for both paid and organic social media content.
​
To disrupt people's social feeds, Kraft would post simple yet effective videos of Kraft pots cooking from start to finish, with a 3½ minute timer running to combat doom-scrolling and give people some time back.
Celebration Posts
Posts celebrating the conversations started and putting a spotlight on User-Generated-Content created as part of the campaign
Case Study - D&AD New Blood 2024
This campaign was created as a response to the Kraft Mac & Cheese Brief released as part of
D&AD New Blood 2024 as part of a group, we created these campaign elements as well as a case study video and supporting documents for our submission.
​
You can watch the case study video below.