Kraft debuts pink and sweet Mac and Cheese for Valentine's Day

Latest limited edition product by Rethink comes with a candy flavoring and will drop in U.S. and Canada

Published On
Jan 27, 2021

Editor's Pick

Where next can Kraft Mac & Cheese go with its limited edition flavors? Not content with giving us Pumpkin Spice Mac & Cheese for Halloween, the brand and its Canadian agency Rethink have now created a pink, candy-flavored version for Valentine's Day. 

While the Pumpkin Spice Mac & Cheese was originally launched just in Canada, it proved so popular that it was subsequently rolled out to the U.S. But this time around, consumers in both the U.S. and Canada can try to get their hands on one of a thousand kits of the candy flavor product, which comes as a standard Kraft Mac & Cheese plus a sachet of pink candy-flavored powder.

People in the U.S. can apply through drops at from today to Feb. 8 (and for Canadians, for whom Mac & Cheese is "Kraft Dinner," at from Feb. 1 - Feb. 14.) Canadians could also grab a free box from today (Jan. 27) by "sweet talking the brand on social media with one liners and love poems.

The lucky recipients will be encouraged to share their pink dinner on social media (and, not being able to quite imagine how cheese and candy go together, we're looking forward to seeing their loved ones' reactions).

It's the latest innovative product slant from Rethink, the agency whose work for Kraft Heinz has included the Heinz Ketchup-red pandemic puzzle and this week, a campaign that asked people to draw ketchup, resulting in plenty of drawings of Heinz bottles. 

“As the world’s most iconic mac & cheese brands, we are always looking for ways to insert ourselves into relevant conversations,” said Brian Neumann, senior brand manager, Brand Build & Innovation, Kraft Heinz, in a statement. “By combining the color and flavor of Valentine’s day with our one of a kind iconic cheesy taste, we’ve created what might be the cheesiest Valentine’s meal ever, both literally and figuratively. Pumpkin Spice Kraft Mac & Cheese drove a lot of excitement and we’re hoping that bright pink, sweet mac & cheese does the same.”


Jan 27, 2021
Client :
Kraft Mac & Cheese
Agency :
Managing Partner National CCO :
Aaron Starkman
Managing Partner ECD :
Mike Dubrick
Creative Director :
Loretta Lau
Creative Director :
Allan Topol
Art Director :
Nick Noh
Writer :
Jordan Darnbrough
Designer :
Erin Maguire
Designer :
Brie Lim
Designer :
Erin Struble
French Writer :
Karine Doucet
Strategist :
Sean McDonald
Strategist :
Hannah Newport
Producer :
Narine Artinian
Production Company :
Fuze Reps
Photographer :
Chris Robinson
Producer :
Nicole Gomez
Group Account Director :
Amy Greenspoon
Account Director :
Kai de Bruyn Kops
Account Manager :
Allie Kennedy
Head of Brand Build and Innovation :
Nina Patel
Senior Brand Manager Meals :
Brian Neumann
Brand Manager Kraft Dinner :
Ishani Patel
Director Quick Prep Meals :
Matt Carpenter
Brand Manager Kraft Mac & Cheese :
Martina Davis
Senior Associate Brand Manager Kraft Mac & Cheese :
Emily Violett
Social Media Manager Kraft Mac & Cheese :
Hayley Gregory
Brand Activations Lead :
Maya McDonald

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