Kraft Mac and Cheese eaters enjoy ‘deluxified’ comfort in ads for new frozen dinners

Grandmas, cats and hot water bottles bring unmatched serenity in series of short spots by Johannes Leonardo

Published On
May 25, 2023
A woman eating Kraft Mac and Cheese while leaning back on a giant fluffy cat

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For the first time, Kraft Mac and Cheese fans can now find their fix in the freezer aisle. 

Kraft Mac and Cheese Deluxe Frozen will let consumers skip boiling water, and just microwave or bake their way to dinner. The CPG giant is releasing three new spots to highlight the new freezer product.

The ads, a continuation of the larger “Help Yourself” campaign, were created by Johannes Leonardo and directed by Ian Pons Jewell and Yukihiro Shoda. In the spots, doting grandmas, a giant cuddly cat and a huggable hot water bottle each show how Kraft fans “deluxify” their personal comfort zones, illustrating the ultra-cozy feeling you get from a warm bowl of Kraft Mac and Cheese.

The spots will run across TV, digital and social, with social and print placements as well.


“While other brands are telling you to be adventurous, productive and get out of your comfort zone, Kraft Mac and Cheese celebrates elevating your comfort zone to get that feel-good feeling with Deluxe,” Paula Gete-Alonso, creative at Johannes Leonardo, said in a statement.

With summer around the corner, Kraft Mac and Cheese also wants to keep customers warm when they visit the frozen section by releasing a new, limited-edition Frozen (A)isle Sweater. Inspired by the classic Fair Isle sweater design, the Frozen (A)isle Sweater features snowflakes and Kraft noodles. It will be available online while supplies last at for $19.99.

A woman in a grocery store aisle wearing Kraft Mac and Cheese's Frozen (A)isle Sweater

A man in a grocery store aisle wearing Kraft Mac and Cheese's Frozen (A)isle Sweater


May 25, 2023
Client :
Kraft Mac & Cheese
Agency :
Johannes Leonardo
VP Head of Strategy and Development :
Jessica Vultaggio
VP Head of Brand Communications :
Nina Patel
Senior Marketing Director :
Rachel Drof
Brand Manager Brand Communications :
Victoria Lee
Director of External Communications & PR :
Jenna Thornton
Manager Brand PR & Media Relations :
Alexandra Lieberman
Founder :
Jan Jacobs
Founder :
Leo Premutico
Group Creative Director :
Hunter Hampton
Creative Director :
Grace Martin
Art Director :
Anna Cevallos
Copywriter :
Paula Gete-Alonso
Chief Strategy Officer :
Steve Zaroff
Group Strategy Director :
Emily Garvey
Strategy Director :
Jonathan Deves
Communications Strategy Director :
Annie Yuan
Integrated Business Lead :
Connor Keeshan
Senior Account Director :
Jack Beck
Account Director :
Joel Bebasa
Account Supervisor :
Allie Graham
Account Manager :
Trish Alvaro
Senior Project Manager :
Graziella Bullaro
Head of Production :
Tasha Cronin
Group Executive Producer :
Brett Fisher
Senior Producer :
Forrest Holt
Director Business Affairs :
Alesa Blanchard-Nelson
Business Affairs Manager :
Emily Tan
Design Lead :
Fabian Grateroles
Senior Designer :
Sarah Fitzgerald
Public Relations Associate :
Nana-Saa Kessie
Public Relations & Communications Agency :
Alison Brod Marketing + Communications
Production :
Director :
Yukihiro Shoda
Consulting Director / Founding Partner :
Ian Pons Jewell
Executive Producer / Founding Partner :
Zico Judge
Executive Producer :
Maddi Carlton
Head of Production :
Matt Sanders
Producer :
Doochy Moult
Mauro Chiarello
Service :
ICON Films
Executive Producer :
Emil Rangelov
Service Producer :
Millen Nickolov
Producer :
Gergana Kuzmova
Production Manager :
Galabena Botova
VFX Post :
Guillaume Marien
Executive Producer :
Hadi Dahrouge
VFX Producer :
Solène Le Chatton
VFX Supervisor :
Dan Rodrigues
VFX Supervisor :
Yann Aldabe
Grade :
Emiliano Serantoni
Edit :
Rock Paper Scissors
Editor :
Gaia Borretti
Assistant Editor :
Austin Valenti
Producer :
Niaomi McGarrell
Managing Director :
Eve Kornblum
Executive Producer :
Justin Kumpata
Sound :
Executive Producer & Music Supervisor :
Gregers Maersk Moeller
Sound Designer :
Philip Nicolai Flindt
Sound Designer & Music Supervisor :
Adrian Aurelius
Voiceover Talent :
Garfield Maitland

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