Nov 2023 - Dec 2023
Associated with Indiana University Bloomington
Brief:
Kraft Mac and Cheese (KMC) is America’s most iconic comfort food. While KMC is usually connected to kids, the truth is – everyone loves mac & cheese – helping yourself to a bowl-full is like catching up with an old friend who fills up your belly & soul.
This is true for students, graduates, first time-home owners, new parents, and everyone in between.
Over the last couple years, people have been buying less KMC. They’re buying private label mac & cheese because it costs less, buying new mac & cheese brands they haven’t seen before, or are stopping buying it all together, in favor of different categories, like ramen.
The KMC brand now needs to connect directly with older Gen Zs and younger Millennials.
What’s the challenge?
Create a brand OOH campaign that speaks to older Gen Zs and younger Millennials by to show them that KMC is there for them whenever they need some reassuring comfort.
Who are we talking to?
American, older Gen Zs and younger Millennials (ages 18-32) who do not have kids and are at a stage in their lives where they are navigating all sorts of changes and challenges – big & small. Graduating, making new friends, moving out, getting jobs, and navigating the workforce. While they find change exciting, there are moments that make them unsure of themselves. Our audience spans all US geographies, identities, ethnicities, income levels, genders, and abilities.
What’s the end product?
3 billboards with a connected idea/concept/tagline.
Kraft Mac and Cheese (KMC) is America’s most iconic comfort food. While KMC is usually connected to kids, the truth is – everyone loves mac & cheese – helping yourself to a bowl-full is like catching up with an old friend who fills up your belly & soul.
This is true for students, graduates, first time-home owners, new parents, and everyone in between.
Over the last couple years, people have been buying less KMC. They’re buying private label mac & cheese because it costs less, buying new mac & cheese brands they haven’t seen before, or are stopping buying it all together, in favor of different categories, like ramen.
The KMC brand now needs to connect directly with older Gen Zs and younger Millennials.
What’s the challenge?
Create a brand OOH campaign that speaks to older Gen Zs and younger Millennials by to show them that KMC is there for them whenever they need some reassuring comfort.
Who are we talking to?
American, older Gen Zs and younger Millennials (ages 18-32) who do not have kids and are at a stage in their lives where they are navigating all sorts of changes and challenges – big & small. Graduating, making new friends, moving out, getting jobs, and navigating the workforce. While they find change exciting, there are moments that make them unsure of themselves. Our audience spans all US geographies, identities, ethnicities, income levels, genders, and abilities.
What’s the end product?
3 billboards with a connected idea/concept/tagline.
