Student Project: Ad Campaign
This advertising campaign I created in 2014 feels incredibly relevant now. I made sure these ads fit within Kraft Macaroni and Cheese's other existing branding.
This campaign features “cheesy” photos from the past; ridiculous family photos, bad 80’s hair, and past fashion statements. This creates a feeling of nostalgia for the viewer. They remember a time when they dressed this cheesy. They also remember how cheesy Kraft Macaroni and Cheese was then, and how cheesy it continues to be.
The print ads would be in magazines that the target audience reads; Food & Family, Parents Magazine, and Disney FamilyFun. These are all magazines that young parents would be reading. They grew up eating “the cheesiest” - Kraft Macaroni and Cheese - and can go back to their childhood through a bowl of mac ‘n cheese. Or share one with their children.
Another ad will be placed on the end of a shopping cart. This ad urges viewers to use the hashtag #WeKnowCheesy and to visit a particular aisle to "become cheesy". This draws the user farther into the store than they may have intended. When they reach the boxed pasta aisle, right next to the Kraft Macaroni and Cheese is a mirror featuring something cheesy; i.e. big, orange hair, a helicopter hat, etc.
Kraft's social account posts cheesy photos and encourages readers to post their own photos using the hashtag #WeKnowCheesy. There is also a contest for the cheesiest photo.
This entire campaign creates a sense of nostalgia and instills good feelings about the brand. This encourages buyers to purchase Kraft Macaroni and Cheese. For themselves and their families.