KRAFT MAC & CHEESE
#KMCInnerChildDay
Challenge: To connect Kraft Mac & Cheese with older Gen Zs and younger Millennials by participating in trends and topics they care about in culture and build on the deep emotional connection they’ve had with the brand since childhood.
Insight: The term “healing your inner child” has risen to popularity as older Gen Zers and Millennials are increasingly digging into their childhood trauma to heal the root causes of their mental health problems. As a result, this audience is recognizing the importance of embracing their inner child.
Concurrently, nostalgia is ever so prominent with adults often expressing longing and sentimental feelings toward their adolescence. The phrases “I miss being a kid” and “college was the best time of my life” are often said when expressing this.
Solution: We are hijacking Children’s Day. April 4th will no longer just be about children, but a celebration of childhood for anyone who has ever been a child. Kraft Mac & Cheese wants to remind older Gen Zs and Millennials about the importance of tapping into their inner child and finding their childlike spirit from within.
Art Director: Stephanie Kung (me!) / Copywriter: Stephanie Kung (also me!)
Billboards
to celebrate those often forgotten yet treasured childhood memories.
We’ll be calling adults to post a picture of themselves as children on their Instagram stories or as a post to get them into the spirit of #KMCInnerChildDay and reminisce about those simpler times.
Kraft Mac & Cheese will be donating a dollar per post to the Children’s Defense Fund to help better another child’s childhood.
Social Activation
Teaser Trivia to engage followers and tease event
#KMCInnerChildDay Activation
Experiential Event: #KMCInnerChildDay Field Day
On the weekend, we will be hosting a field day, inviting adults to gather in their city and play their favourite childhood games like duck duck goose and dodgeball to reminisce and let their inner child run wild.
In-Store Set Up
On April 4, all Kraft Mac and Cheese products will be buy one get one. One for you and one for your inner child.
And to share the joy of childhood with a child in need, all profits going to the Children’s Defense Fund.
