Mice choose between cheese and NotCheese on Kraft brand’s game show-like obstacle course

Gut’s ‘American Ninja Warrior’ style contest playfully promotes plant-based NotCheese slices, developed by NotCo

Published On
Jun 12, 2024

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Gut takes inspiration from “American Ninja Warrior” in its first creative for Kraft NotCheese Slices.

The campaign, called “Mouse Maze,” features rodents Thorn, Ghost, Becky and Carlos Javier as they navigate an obstacle course featuring a bridge, a foam pit and a mousetrap gauntlet. At the end, they have to choose between a miniature grilled cheese made with traditional cheese or NotCheese. The winner is dubbed the “American Slice Mouse Champion.”

"As part of our ongoing partnership with The Kraft Heinz Not Company joint venture, we developed the NotAnotherTest creative,” said Dean Paradise, executive creative director at Gut Miami. “The creative includes a series of tests where we use unexpected experts to put our products to the ultimate taste test. For Kraft NotCheese Slices, we could have done the usual taste test with people who love cheese, but instead we tapped a group that was a little more unexpected ... mice. With four times the power of smell than humans, there's no species who knows cheese better. We then combined the classic taste test with an obstacle course inspired by YouTube mouse maze videos and crowned the American Slice Mouse Champion.”

Last July, The Kraft Heinz Not Company announced the launch of NotCheese, a plant-based slice that looks, feels and tastes like its animal-based counterpart. The NotCheese slices come in cheddar, American and provolone.

Gut has also worked on other NotCo products including turtle soup and NotMayo.

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