Kraft Mac & Cheese: “Finest Thing Ever” Campaign

Kraft Mac & Cheese launches "Finest Thing Ever" campaign to boost cultural relevance and brand love amid competition. It emphasizes taste, convenience, and value, targeting diverse consumers.

” Customers additionally value tiny, daily minutes of happiness that are shareable and culturally pertinent. Home cooking is no more just about nostalgia, yet concerning pleasure and party in the here and now,” Barbee said. “The brand’s method reflects this shift. We recalled at our background to distill the values that have remained constant– taste, convenience and worth.”

“Finest Thing Ever” represents a change from the positioning Kraft Mac & Cheese has actually staked out in recent years. As consumers looked for out convenience food during the elevation of the pandemic, Kraft in 2021 worked to destigmatize the notion of convenience with a “Aid Yourself” campaign.

“Finest Thing Ever” Campaign Launch

Kraft Mac & Cheese has begun a project that pitches the kitchen staple as the “Ideal Point Ever Before,” per details shared with Advertising and marketing Dive. The initiative, which carries Kraft Mac & Cheese’s biggest media financial investment to day, comes as the packaged foods marketer encounters difficulties both from personal tag and costs upstarts. In action, “Ideal Point Ever before” aims to market Kraft Mac & Cheese as an experience and not simply a product, according to Cheryl Barbee, interactions supervisor for the brand name at The Kraft Heinz Company.

New Creative Approach

New imaginative positions Kraft Mac & Cheese as far better and a lot more trustworthy than lots of familiar customer celebrations. A pair of 15-second advertisements voiced by comic John Mulaney pit the food against area goals and close friends. An out-of-home advertisement in a motion picture cinema entrance hall preserves “Our ends are always pleasing” while one near a flight terminal claims “you do not have to show up two hours early to enjoy this.”

This is the very first project created for Kraft Mac & Cheese by Rethink, an independent imaginative company that has functioned extensively with parent Kraft Heinz on culture-hackingcampaigns around ketchup. “Best Point Ever before” has social media sites assistance from The Kitchen area North America, Kraft Heinz’s internal shop, along with public relations from Alison Brod Advertising And Marketing + Communications and paid media from Carat.

Hypercontextual Marketing Strategy

“Finest Point Ever” consists of greater than 70 distinctive assets and uses a hypercontextual method to catch the attention of a diverse customer base by turning up in unexpected and turbulent ways. The campaign is stumbling upon television, connected television, YouTube, social and OOH channels.

Informa PLC’s licensed workplace is 5 Howick Place, London SW1P 1WG. TechTarget, Inc.’s licensed workplace is 275 Grove St. Newton, MA 02466.

Innovation and Brand Growth

Kraft Mac & Cheese has actually spent 2025 focused on technology, introducing five new flavors and various item layouts, consisting of 11-ounce single-serving cups and blue boxes. The brand name has seen a rise in both new purchasers and households, obtains it attributed to the advancement technique. “Finest Thing Ever before” looks to improve that success, which has gotten to more youthful consumers on Instagram and TikTok.

“The contrasts are big, risky insurance claims that embed the brand name normally in moments where cultural minutes, locations, and conversations converge,” Barbee stated. “Media amplifies the technique, positioning material where audiences are most engaged to land our message in one of the most appropriate method.”

New innovative settings Kraft Mac & Cheese as far better and a lot more trustworthy than several familiar customer celebrations.” Ideal Thing Ever before” stands for a change from the placing Kraft Mac & Cheese has actually laid out in current years. Kraft Mac & Cheese has invested 2025 concentrated on advancement, presenting 5 new tastes and various product layouts, including 11-ounce blue boxes and single-serving cups.

“New flavors and layouts give Kraft Mac & Cheese the opportunity to tap into social and social trends and assume outside of the (blue) box to deliver for our existing brand fans, while likewise getting hold of the attention of new audiences,” Barbee claimed.

“Kraft Mac & Cheese’s setting as a precious, acquainted, and relied on brand name does not save it from the challenges lots of heritage brand names are encountering,” Barbee said over email. “The trick to keeping our placement as the # 1 brand in the group is strengthening our cultural importance by highlighting the cherished preference, value and ease that just Kraft Mac & Cheese can deliver to advise consumers why the blue box has actually reigned supreme for almost a century.”

Addressing Customer Sentiment

“Kraft Mac & Cheese is ushering in a brand-new brand tone and individuality that advises consumers of the legendary brand we are,” Barbee stated. “Reconsider is recognized for reimagining brands, and we needed a companion who could tackle the ambitious job at hand– strengthen Kraft Mac & Cheese’s iconic heritage in a way that felt wholly unforeseen and new, yet still really felt authentic to our brand followers.”

The project comes as Kraft Heinz remains to struggle with what CEO Carlos Abrams-Rivera referred to as “among the worst customer sentiments” in decades on a recent earnings phone call. The CPG giant gets on track to split into two business in the second half of 2026, with Kraft Mac & Cheese signing up with a business focused on sauces, spreads, seasonings and shelf-stable dishes alongside brand names like Heinz and Philadelphia.

Kraft Mac & Cheese has kicked off a campaign that pitches the pantry staple as the “Finest Point Ever Before,” per details shared with Advertising and marketing Dive. In action, “Finest Point Ever” looks to market Kraft Mac & Cheese as an experience and not just a product, according to Cheryl Barbee, interactions director for the brand at The Kraft Heinz Company.