Kraft Mac & Cheese brings comfort and daydreams to life in two imaginative new ads
Johannes Leonardo elevates comfort food beyond a satisfying meal and into a powerful emotional experience, like that of a warm bear hug or watching a sky illuminated by fireworks.
Kraft Heinz is inviting everyone to indulge in the comforting nostalgia of macaroni and cheese with its latest campaign, ‘The Kraft Mac & Cheese Feeling,’ developed by the creative agency Johannes Leonardo.
The campaign taps into the universal experience of finding warmth and reassurance in every bite of Kraft Mac & Cheese and introduces two new flavors: Jalapeño and Ranch.
It also includes two key spots: a hero ad titled ‘Bear Hug’ and a shorter piece called ‘Fireworks.’ In ‘Bear Hug,’ a young man is transported into the embrace of a giant, cuddly bear in a sunny forest after taking a bite of mac and cheese.
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‘Fireworks’ shows a young woman enjoying a mesmerizing fireworks display, her moment of bliss heightened by the cheesy comfort of her meal. Each ad ends with the characters returning to their homes from their daydream. In essence, Kraft Mac & Cheese is portrayed as a source of momentary nostalgia, warmth and escape from the everyday challenges of adulthood.
Directed by Sam Brown of Imperial Woodpecker, the ads feature imaginative landscapes, captivating visuals and dreamy music, marking a fresh creative direction for the brand.
Victoria Lee, brand communications manager for Kraft Mac & Cheese, emphasized the project’s focus on zillennials, who are currently navigating the challenges of adulthood
“[Zillennials] told us they are currently navigating the ups and downs of adulthood and in times of change, the reassuring comfort of the familiar can be just what they need, like a bowl of Kraft Mac & Cheese,” she said. “With this new work, we want fans to walk away with a dose of that warm Kraft Mac & Cheese feeling. But you’ll see we’ve depicted it in some fun, irreverent, and unexpected ways for the brand. We can’t wait to see what fans think.”
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Michael Hess, creative director at Johannes Leonardo, added: “Kraft Mac & Cheese is an icon that can be found in most American pantries, and it is more than just a meal. It’s a feeling of reassurance and comfort unlike any other that no other comfort foods can match.”
The creative will be featured across TV, streaming platforms, social media and digital channels.
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