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Kraft Mac & Cheese

After 75 years, Kraft Mac & Cheese was introducing three new flavors - Cheddar, Three Cheese Jalapeño and Cheesy Southwest Chipotle. Kraft wanted people to accept them as authentic Mac & Cheese flavors. So to make them feel like they've been around forever we invented a whole imagined history around them.

Project Roles
Copywriter, Creative Director
Company
Crispin Porter + Bogusky
Skills
Copywriting, Creative Direction
Media
Advertising, Microsites, Websites
Project Industries
Advertising, Packaged Goods, Restaurant