2011 Jay Chiat Awards Winners
Social Media Strategy—Bronze
Crispin Porter + Bogusky
Kraft Mac and Cheese | "Tweet Your Love"
Kraft Macaroni and Cheese needed a boost. Fifty years of advertising to kids had established it as America's favorite kids' food, and sales had flattened since families no longer shared the meal. We wanted adults to eat it again, but presumed they'd long outgrown it.
Not quite. Turns out adults love Kraft Macaroni and Cheese as much as they did when they were kids. Problem is, Kraft's kid advertising worked so well that even the most passionate mac and cheese-loving adults keep their desires secret, ashamed and alone in their love, and wondering what people would think of them if they found out.
After 50 years of telling people we were kids' food, the brand itself couldn't simply change direction. Adults needed reassurance that other grown-ups loved Kraft Macaroni and Cheese as much as they did.
We saw an opportunity: outing grown-ups' secret love, and then giving them a platform to express it, might create a movement of people loving, eating and talking about Kraft Macaroni and Cheese. So we turned to social media. Not as a way to share content and insert ourselves into conversations, but to let consumers themselves share the ooey, gooey, cheesy love they all had deep inside.
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