Kraft Mac & Cheese is as warm as a bear hug in this comforting ad

Kraft is looking to associate its Mac & Cheese product with warmth and comfort in its latest spots from Johannes Leonardo. The campaign is meant to speak to Zillennials—those on the cusp between millennials and Gen Z—which is a growing consumer segment for Kraft Mac & Cheese. “We always start with the consumer. Before going into creative development, we spoke with our growth audience, Zillennials, to understand what their lives look like today and what role Kraft Mac & Cheese plays,” Victoria Lee, brand communications manager for Kraft Mac & Cheese, said in a statement. “They told us they are currently navigating the ups and downs of adulthood, and in times of change, the reassuring comfort of the familiar can be just what they need ... like a bowl of Kraft Mac & Cheese.” The “Kraft Mac & Cheese Feeling” lead spot (above) features a man getting a hug from a bear in a tranquil field. Another short on YouTube likens the feeling to fireworks. The ads are the latest in the “Help Yourself” campaign, which launched in 2021. The “Feeling” campaign also continues the comfort theme from Johannes Leonardo, which did the spots for Kraft’s Deluxe Frozen Mac & Cheese. Those ads focused on the feeling of being hugged by a hot water bottle, snuggling a giant cat or being knitted into Grandma’s sweater. The new spots, directed by Sam Brown of Imperial Woodpecker, will run on TV, streaming, social media, and digital. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Kraft Mac & Cheese is as warm as a bear hug in this comforting ad

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