Role: Art Director, Copywriter and Strategist
Why are we advertising?
To encourage adults that Kraft Macaroni & Cheese is just as delicious as when they ate it as a kid.
Who are we talking to?
Adults age 30-45 who are in the workforce.
What do they currently think?
“For lunch or a snack, i like to eat food that’s delicious and convenient to make and cary. I haven’t eaten macaroni & cheese since I was a kid. It never comes to mind.”
What would we like them to think?
“Kraft Macaroni & Cheese is a healthy and delicious alternative to my usual lunch or snack.”
What is the single most persuasive idea we can convey?
You loved mac & cheese as a kid. Why not enjoy it now?
Why should they believe it?
With our iconic cheesy flavor and classic macaroni shape, the Original Kraft Macaroni and Cheese Dinner is full of taste you love. And now it has no artificial flavors, preservatives or dyes.
Are there any creative guidelines?
Brand personality: fun, witty and wholesome.