Kraft Mac & Cheese has long been tied to childhood comfort, making it easy to see as something adults are meant to leave behind. This campaign explores how the brand can grow alongside the people who grew up loving it without losing the familiarity, humor and personality that made it iconic.

The campaign reintroduces Kraft as a satirical voice of encouragement for adulthood. Through blunt advice and unexpected pep talks, the brand becomes a familiar source of comfort, reminding people that growing up does not mean having to outgrow everything they love.

Completed at Indiana University BLoomington Media School