Macaroni & Cheese Promo, Case study HEATED NOODLE by Crispin Porter + Bogusky Boulder, Kraft Foods

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Industry Pasta
Media Promo & PR, Case study
Market United States
Agency Crispin Porter + Bogusky Boulder
Creative Director Andrew Ure
Agency Kraft Foods
Art Director Matt Gilmore
Released May 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: KRAFT
Product/Service: MAC & CHEESE
Date of First Appearance: May 3 2010
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Chief Creative Officers: Rob Reilly/Andrew Keller (Crispin Porter + Bogusky)
Group Creative Director: Bill Wright/James Dawson-Hollis (Crispin Porter + Bogusky)
Creative Director: Andrew Ure (Crispin Porter + Bogusky)
Associate Creative Directors: Cliff Leicht/Wendy Leicht (Crispin Porter + Bogusky)
Art Director: Matt Gilmore (Crispin Porter + Bogusky)
Executive Print Producer: Barrie Bamberg (Crispin Porter + Bogusky)
Executive Outeractive Producer: Brian Schultz (Crispin Porter + Bogusky)
Outeractive Producer: Neely Lisk (Crispin Porter + Bogusky)
Junior Interactive Producers: Ryan Adams/Stephen Clark (Crispin Porter + Bogusky)
Senior Digital Artists: Ana Martinez/Ahn Truong (Crispin Porter + Bogusky)
Artist: Andrew Dixon (Crispin Porter + Bogusky)
Senior Experience Designer: Hanna Rosenblom (Crispin Porter + Bogusky)
Manufacturer: (Atomic Props LLC)
Media placement: Outdoor Installment - Lambeau Field - 3 May 2010

Insights, Strategy & the Idea
Icons mingle with other icons. It’s the numero uno rule of being an icon. The campaign reminded people of something that’s been true since day one: people genuinely, wholeheartedly, undeniably love the gooey, cheesy taste of Kraft Macaroni & Cheese.

Creative Execution
Accordingly, for Kraft macaroni & cheese, we installed massive noodle installations bearing the copy “You Know You Love It” in some of America’s most beloved places. We targeted places like Wrigley Field, Navy Pier, Hollywood Boulevard, Fisherman’s Wharf and Faneuil Hall. We even specially constructed a heated version noodle to provide Packer fans comfort prior to bone-chilling games in Green Bay. Shortly after, local news reports picked up on the unique nature of having Kraft macaroni & cheese, which is arguably America’s favorite comfort food, warming spectators at the “frozen tundra” of Lambeau Field.

Results and Effectiveness
The giant noodles were magnets for families and fans of the brand. Many of them captured pictures of themselves with the big noodle and the iconic placement in the backdrop. With regards to growing the business, the targeted noodle placements provided us with an opportunity to give adults permission to openly admit that they love their kids’ favourite food.

Kraft’s “You Know You Love It” campaign has helped grow gross revenue thirty million dollars compared to the prior year. Big numbers for a brand that’s been around 73 years.