Crispin Porter + Bogusky · 2014–18 · Producer

Kraft Mac & Cheese

Kraft Mac & Cheese is an American icon, which makes every change a risk. I produced a run of 360 campaigns for the brand at CP+B.

What I owned

Producer
Produced 360 campaigns including Star Wars Shapes and the Deluxe launch
Produced the recipe-change campaign

The campaigns

Star Wars Shapes and the Deluxe launch: full 360 work across film, print, and digital.

Nobody noticed

When Kraft quietly reformulated the recipe to remove artificial flavors, preservatives, and dyes, the fear was that fans would taste the difference. The campaign let the results speak: people had already bought and eaten more than 50 million boxes of the new recipe, and nobody had noticed.

The outcome

50M+

boxes of the new recipe eaten before anyone noticed

Produced at Crispin Porter + Bogusky.

Up next

American Heart Association Rebrand

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