Stir The Pot.
Kraft Mac & Cheese
THE ASK: Develop a campaign to connect directly with older Gen Zs and younger Millennials, showing them that KMC is there for them whenever they need some reassuring comfort.
THE INSIGHT: In a society with a pinnacle of perfection, Gen Z-ers fear mess-ups, mistakes, and being mis-read more than anyone before. They’re living in the confines of their comfort-zone: clinging to familiar social circles, like-minded people, and resorting to online “connection.”
THE IDEA: Kraft has always been a patron of comfort– encouraging us to keep indulging in their familiar feeling. But what if Kraft pushed people to seek discomfort? To do the hard things. The scary things. Because a cheesy bowl of comfort will be waiting for them at home. Like it always has been.
When we were kids, we used to dream big and play hard. We said what we believed. Unfiltered. Unapologetically. We were brutally honest. Brutally real. We were doers. Second-guessing and self-critique didn’t stunt our bravery. Our courage knew no limits. We were risk-takers. Ground-breakers. We didn’t know what a “status-quo” was. And we sure didn’t care to break it. Playing it safe hadn’t soiled our spirits. And it never should’ve.
“Stir The Pot” dares Gen Z-ers to embrace discomfort and embody the boldness they did when they were kids. To be real, take risks, and do the damn thing–even if they’re scared. ‘Cause scary makes stories worth telling.
Interactive installations dare our audience to step outside of their comfort zone and stir the pot. We provide everything people need to follow the prompt: the megaphone, the postcards, the speaker. All they need is themselves–excuses aren’t in our playbook!
To take the conversation one step further, Kraft is using their platform to stir the pot on X. We’re interacting with Gen Z-ers, reminding them to shake things up.
Go stir the pot. Comfort’s waiting at home.
ART DIRECTION/DESIGN: Christina Nguyen
STRATEGY: Jose Paniagua
COPY: Me!