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Kraft Mac & Cheese

Kraft made their Mac & Cheese healthier. We convinced them to tell no one.

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When you mess with the taste of a family favourite, you risk sales decline.

People don’t like bad stuff in their food. But they don’t like it when their favourites are messed with either.

How does Kraft convince America that removing bad stuff from Mac & Cheese won’t change the taste America loves.

Don’t tell them. We ran the world’s largest blind taste test.

After 3 months and 50 million boxes sold, without one complaint, we came clean making prime time news all over America and generating 1billion earned impressions and 11% uplift in sales.