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Kraft Mac & Cheese

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

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

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

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

Solution:
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.