Replating American classics
We pushed Kraft Mac & Cheese (KMC) back into cultural relevance by pushing people out of their comfort zones.
KMC needed their brand image reheated. So we dropped a controversial new flavor: Apple Pie. And cast Jason Biggs, aka “America’s Pie Guy”, to star in the campaign. Together, we disrupted comfort food norms with ads designed to make Thanksgiving a little uncomfortable.
HOW DO YOU LIKE THESE APPLES?
1.3+ billion earned media impressions
660 earned media placements, including 19 top tier outlets, including Late Night with Seth Meyers
Limited edition product sold out well before Thanksgiving – and boxes were even resold on eBay
Most successful KMC campaign of 2025
