We were challenged to conceptualize an activation and campaign
to connect Gen Z and younger Millennials back to their OG favorite:
Kraft Mac & Cheese.
The fact is, the things we derive comfort from can change as we grow older. Blankies might turn into cups of coffee, bottles into different kinds of bottles.
Luckily, your go-to comfort food holds up and pairs well with adulthood.
Meet Riverwalk’s newest attraction: Kraft on Draft.
A hand-Krafted😉, in-person dining experience showcasing a
variety of newly-refined renditions of Kraft’s Mac & Cheese. Each new
flavor will be paired with a draft beer to create the perfect comfort meal.
With such a draft-ic switchup (I know I know, the puns are getting a little cheesy), we really wanted something that screamed Kraft beer.
^click to zoom!
THE TEAM
Course: Portfolio Development II
Instructor: Doug Gould
Art Director: Sophia Groen
Copywriter: Zafi Smith