KRAFT MAC & CHEESE | HINGE
Submission to D&AD New Blood Awards 2024.
Project Responsibilities: Ideation + Art Direction.
Partner: Mercedes Woodcroft (Copywriter).
Kraft Mac & Cheese has been a beloved staple in American households for over 80 years. Known for its easy-to-make, comforting product, it offers a variety of cheese-infused pasta meals that appeal to both kids and adults, making it a go-to for quick, satisfying comfort food.
CHALLANGE
Reintroduce Kraft Mac & Cheese to Gen Z by positioning it as more than just a childhood snack, highlighting its enduring appeal as a comfort food for all ages. Convey that it’s a nostalgic, versatile choice that resonates with young adults, proving it’s not just for kids, but a lifelong favourite.
INSIGHT
First dates can trigger intense anxiety, often ranking higher than public speaking, job interviews, or financial stress. Kraft Mac & Cheese, rooted in comfort and nostalgia, offers a sense of reassurance, making it the perfect go-to for calming nerves in life’s most stressful moments.
SOLUTION
A) In-App Collaboration and Activation with Hinge
Forget sending roses and waiting for a reply—that’s the wrong kind of cheesy. Instead, through collaboration between Hinge and Kraft Mac & Cheese, simply exchange a cheese emoji with a match in the chat, and you’ll get a custom link to receive a box of Kraft Mac & Cheese, delivered straight to door, to share over a first date. Because nothing says ‘I’m into you’, like a bowl of comfort and a little flirtation.
B) Love at First Bite”: Kraft X Hinge Speed Dating Event
The perfect recipe for dating has been carefully crafted, and it’s warm, comforting, and effortlessly good - just like mac & cheese. This Valentine’s Day, Kraft Mac & Cheese; in collaboration with Hinge, is serving up a night of easy connections, zero awkwardness, and plenty of cheesy charm. Say goodbye to dating fatigue and hello to a bowlful of potential at the Hinge x Kraft Speed Dating Event, where love at first bite awaits!