In collaboration with Jones Knowles Ritchie (JKR) and D&AD London.
A good first ‘dip’ into Brand Experience/Activation for the junior graphic design students. Making them appreciate the necessity for researching their audience, developing a solid ‘big idea’, and understanding the need for engagement between the audience and the brand via appropriate touch points.
Over the last couple years, people have been buying less kraft mac and cheese; they’re buying private label mac & cheese because it costs less, buying new mac & cheese brands they haven’t seen before, or are stopping buying it all together, in favour of different categories, like ramen.
To continue growing, KMC must connect with a younger and more diverse audience. These consumers have a deep emotional connection to KMC that started in childhood, but that more than anything, today, they see it as a kids’ food brand. Show this audience that KMC is as relevant and exciting for them today as it was when they were kids.
Create a *brand activation that speaks to older Gen Zs and younger Millennials by connecting to what they care about in culture, and showing them that KMC is there for them whenever they need some reassuring comfort.
