MUSE Gold

Canada

2021

Send Noods

Entrant Company

No Fixed Address

Category

Integrated Marketing

Client's Name

Kraft

Sub-Category

Integrated Marketing Campaign

THE PROBLEM 2020’s global pandemic had food flying off the physical and virtual shelves as people stocked up for lockdown. How could Kraft Mac and Cheese get front-of-mind and underscore its position as category leader? INSIGHT In these weird, disconnected, and uncomfortable times, people are reaching for more comfort food than ever before. Covid-19 has turned everyone’s lives completely upside down and one of the results is a big spike in sales of “comfort food.” As the world feels like it’s spinning out of control, people are intuitively reaching for food that helps them feel just a bit more comfortable, and Kraft Macaroni and Cheese is probably the greatest comfort food of all time. IDEA & EXECUTION SEND NOODS.We gave people the chance to send some much-needed comfort and affection to the people they care about the most, in the cheesiest way possible—by sending noods (not nudes). The huge integrated campaign centered on a website where people could send noods (free Kraft Macaroni and Cheese) to someone they love. Elements driving to the site included Influencer kits, branded swag (including a X-rated magazine of steaming hot noods), OOH, extensive digital and social assets, and a TV spot starring Saturday Night Live star Vanessa Bayer.

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