KRAFT MAC & CHEESE:
KRAFT MAC, STUDENT HACK
BRIEF
Create a brand activation that speaks to older Gen Z's and younger Milennials by connecting to what they care about in culture, and showing them that KMC is there for them whenever they need some reassuring comfort.
INSIGHT
For college students living on a budget, Kraft Mac & Cheese is the affordable taste of home that always gets them through.
IDEA
The “kraft Mac, student hack” campaign is designed to resonate with college students by presenting Kraft Mac & Cheese as the ultimate quick, affordable, and customizable meal solution for their busy and budget-conscious lifestyles.
DIGITAL EXECUTIONS
PRINT EXECUTIONS
This exectution is a double sided hack card where on one side it has a study hack and on the other side it has a food hack. This helps tie the whole campaign together since its about KMC being the hack for students.
This execution is a pomodoro technique where students are able to avoid distractions and “study with cheesy” as part of the whole KMC ‘kraft mac,student hack’ campaign.
STUNT EXECUTION
This stunt concept is a time for students to take a break and enjoy themselves at KMC’s fun event. A whole day dedicated for students to explore KMC’s new flavours and also participate in KMC related games.