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Kraft has unveiled two new imaginative spots that highlight the comfort its Mac & Cheese brings.
Made together with creative agency Johannes Leonardo, "That Kraft Mac & Cheese Feeling" visualizes the emotions that run through someone's head as they enjoy a bowl of the Heinz brand's iconic comfort food.
The two adverts, directed by Imperial Woodpecker's Sam Brown, depict this feeling to be like a warm bear hug and an explosion of fireworks, accompanied by mesmerizing visuals and music.
Johannes Leonardo Creative Director Michael Hess shares the idea behind the campaign, saying that the cheese dish "is an icon that can be found in most American pantries, and it is more than just a meal."
He also believes that "no other comfort foods can match" the feelings of reassurance and comfort the microwaveable meal brings.
Kraft Mac & Cheese Brand Communications Manager Victoria Lee highlights the campaign's focus on the Gen Z and millennial audience, relaying the message that the product can provide just the comfort they need as they navigate the "ups and downs of adulthood."
"With this new work, we want fans to walk away with a dose of that warm Kraft Mac & Cheese feeling. But you’ll see we’ve depicted it in some fun, irreverent, and unexpected ways for the brand," Lee added.
"That Kraft Mac & Cheese Feeling" will be pushed across TV, digital, and social media.
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The latest from the brand and agency also comes after the food giant unveiled two new flavors for its Mac & Cheese brand: Jalapeño and Ranch.
According to the company, its Gen Z fans "are hungry for more intense, exploratory flavors but prefer to try them in familiar products from trusted brands," prompting it to try something different.
The two new offerings are now available in stores across the U.S. for $1.99.
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Recently, Kraft Mac & Cheese also partnered with Nintendo to launch the "Super Mario Power-Up Shapes," with pasta shaped as Fire Flower, Super Star, and Super Mushroom.
The new product, launched with a short catchy video, aims to make mealtimes more enjoyable for the entire family through the classic video game.
In today’s landscape, video marketing is an effective strategy used to draw in viewers and connect with them in ways other types of media can't.
For Kraft and Johannes Leonardo, zoning in on the familiar feeling of comfort consumers experience while enjoying a heaping serving of Mac & Cheese is a perfect way to build an emotional connection towards its product, drawing them in to buy more and try new flavors.
Familiar Feelings from a Familiar Brand
The first spot titled "Bear Hug" kicks off with a man coming off the ground as he is carried and hugged by a forest bear.
The two share a lengthy moment before the man goes for a bite of Kraft's Mac & Cheese.
Suddenly, he is transported back to his kitchen, enjoying a Mac & Cheese bowl all to himself.
The second spot titled "Fireworks" sees a woman looking into the horizon before having a spoonful of the comfort food.
She lets out a grin as sparks fly in the background before it's revealed that she was just in her living room enjoying Mac & Cheese all along.
"Help yourself," the screen writes, as the spot ends.
Previously, Johannes Leonardo worked with Volkswagen and actress-director Olivia Wilde for a heartwarming commercial touting the brand's family SUV.
Editing by Katherine 'Makkie' Maclang
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