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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