D&AD NEW BLOOD AWARDS 2024

Kraft Mac & Cheese is an iconic comfort food — quick, nostalgic, and loved for over 80 years. But with a new generation stepping into adulthood, it needed a refreshed relevance.

CHALLANGE

Following a growing disconnect with Gen Z, Kraft aimed to forge a more modern relationship — reminding young consumers that comfort food isn’t just for kids, it’s a lifelong go-to.

INSIGHT

First dates are anxiety-inducing. Mac & cheese is a classic comfort food. Together, they balance each other out: stress meets comfort, awkward meets familiar.

SOLUTION

In-App Activation: Exchange a cheese emoji to between matches on Hinge to score a Kraft date night kit — delivered to your door.

Activation Event: “Love at First Bite” speed dating — comfort food meets comfort zone, served hot on Valentine’s Day.