Kraft Mac & Cheese
Through a child’s eyes, a parent can mess up in a multitude of ways. But a sure-fire way to make it up to them is with Kraft Mac & Cheese and kids want them to know it.
We wanted our print ads to showcase an ‘arts & crafts’ style children would use to create a note for their parents. Then, we thought about where they would put these notes for their parents to find, like in-between the pages of their favorite magazine. Ideally, these ads would be placed similar to the subscription form you would find in a publication.
OOH
We wanted the OOH to really step up the messaging. So, we featured them on the parents’ commute to and from work using two gold-standard kid methods of communication: fridge magnets and sidewalk chalk.
Radio
Experiential
We would take over a portion of a greeting card stand at CVS or Walgreens with our own “apology” section. These cards would cover an array of different apologies parents might say to their kids. There would also be a computer kiosk for parents to customize a card of their own. Each card would also come with its own box of Kraft Mac & Cheese.
Digital
We’ll have an Amazon Wish List for kids, so they can let their parents know exactly how they can make up for their mistakes.
Art Director: Summers Ford