Kraft - Deluxe Frozen Campaign
The campaign taps into the idea that comfort food is more than just nourishmente�it's about indulging in moments of relaxation and coziness. By using the imagery of a giant cat, Kraft elevates mac and cheese into a symbol of extreme comfort. This quirky, light-hearted approach makes the product memorable and visually distinct.
Giant cat visual: A standout image of a giant cat on a couch represents the luxurious comfort of the product.
New product category: First-ever frozen mac and cheese offering by Kraft.
Celebration of comfort: The campaign focuses on the theme of "comfort taken to the next level.
Families: Parents looking for convenient, comforting meal options.
Busy individuals: Those seeking quick and satisfying meal solutions from the freezer.
Comfort food lovers: People who crave easy-to-prepare comfort foods.
Kraft loyalists: Fans of Kraft iconic mac and cheese who are open to trying the frozen version.
TARGET AUDIENCE
About the
Campaign -
The campaign taps into the idea that comfort food is more than just nourishmente�it's about indulging in moments of relaxation and coziness. By using the imagery of a giant cat, Kraft elevates mac and cheese into a symbol of extreme comfort. This quirky, light-hearted approach makes the product memorable and visually distinct.
Core Theme of the Campaign -
Kraft launched its first frozen mac and cheese product with this campaign.
The campaign focuses on "deluxifying" comfort, taking familiar mac and cheese and making it even easier to enjoy.
Visuals include a giant cat lounging on a couch, symbolizing the ultimate level of relaxation and indulgence.
It part of a larger multi-platform marketing push, including TV, social media, and digital ads.
The campaign plays on the idea that comfort food can be both easy and luxurious, combining convenience with indulgence.
Kraft leans on the strong emotional connection people have with mac and cheese as a childhood comfort food.
By using humor and quirky visuals, the campaign keeps a light, fun tone that appeals to a broad audience.
The frozen mac and cheese product is highlighted as the perfect solution for a quick comfort meal.