All grown up

D&AD New Blood Awards Entry: Kraft Mac and Cheese

Brief: Connect KMC to Gen Z in culture to show them that KMC is more than a kids food brand.

Insight: The experiences you have as a kid are fun, but when you have the freedoms of adulthood, you can have even more fun.

Big Idea: Kraft Mac and Cheese is more fun with the freedom of adulthood.

Execution: New products and packaging for adult Kraft mac and cheese, featuring THC mac and cheese, and KMC-flavored craft beer. Outdoor posters and an exclusive, secret menu.