Kraft's New Ad with Gut Has Mice Competing for NotCheese

The Kraft Heinz Not Company (NotCo), in partnership with creative agency Gut Miami, has put out a new campaign that introduces us to a new kind of game show — starring stunt mice.

"Mouse Maze," the latest initiative from the brand and agency, comes with a two-minute spot titled "American Slice Mouse Champion" where four mice partake in a specially designed obstacle course and choose between its new line of plant-based NotCheese or real cheese.

At the finish line, the furry little critters will get to decide between regular cheese or the mouth-watering Kraft Plant-Based NotCheese.

 

 

 

 

 

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Accompanied by an energetic game announcer, contestants Thorn, Ghost, Becky, and Carlos Javier cross bridges, enter the "Cheese Avenue," climb the "Cheese Pit," and go through the "Lost Tunnel of Cheese" and "Mouse Trap Gauntlet" — all in an earnest effort to "cheese" the day. 

As they reach "the moment of cheesy truth," Carlos Javier and Ghost choose NotCheese, Becky finishes the course choosing nothing, and Thorn has a little too much fun in the Cheese Pit.

The commercial ends with a humorous credit reel full of cheese puns: directed by Kris Cheesman, executive produced by Jon Cheddar, and more. 

Just Like the Real Thing

The cheeky spot aims to let viewers know that Kraft's new plant-based offering is as real as cheese can get when it comes to taste, smell, and texture. 

And contestants Carlos Javier and Ghost proved that. 

Inspired by YouTube mouse maze videos, Gut Miami came up with the idea to create a classic taste test and add its unique spin to it.

 

 

 

 

 

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Gut Miami Executive Creative Director Dean Paradise further expounds on the idea behind the campaign: 

"The creative includes a series of tests where we use unexpected experts to put our products to the ultimate taste test. For KRAFT NotCheese Slices, we could have done the usual taste test with people who love cheese, but instead, we tapped a group that was a little more unexpected... mice." 

"With four times the power of smell than humans, there's no species who knows cheese better," Paradise added.

KRAFT NotCheese Slices come in three different flavors: Cheddar Style, American Style, and Provolone Style. 

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Editing by Katherine 'Makkie' Maclang