Kraft Mac & Cheese
Swear Like A Mother
The Challenge: Mother's Day is about celebrating moms, but so much of it is so perfect it's untrue.
The Idea: 74% of moms admit to swearing in front of their kids. Let's be honest about it, and have a little fun.
#ParentFail Redemption
The Challenge: Mac & Cheese had changed their recipe, but parents needed a little reminder of the power they have in a little blue box.
The Idea: Turn parent fails into parent wins through the magic of Mac & Cheese. These are totally not autobiographical. Well, maybe a little.
Noodle Reunion
The Challenge: Mac & Cheese is all about family, but, although it's a "conversation," social media still feels impersonal.
The Idea: Bring Mac & Cheese fans with the same last name together in a virtual family reunion to enjoy the cheesy noodles together.
Can't Play
The team was talking to me about an idea they had for a TV spot. I told them about the pain of being a parent when kids don't seem to get what's special to you. Here's what came out.
Airplane Detour
Parenting experience, coming in handy again.
Banners
How could we make the icon of our brand give people a smile from a simple banner? Just watch.
The ritual of making Mac & Cheese is an American tradition. We let people do it in a simple banner they could scroll through themselves.