Replating American classics
Kraft Mac & Cheese Apple Pie Flavor combines two of Thanksgiving’s most iconic sides into one product with main course energy. We had to launch the social campaign before American Thanksgiving and ensure the limited edition run ran out before the holidays.
Since no one knows apple pie as intimately as “America’s Pie Guy” Jason Biggs, we brought him on board and let him cook. After writing 40+ scripts over 4+ months, we shot 2 dueling spots that ended up being funny enough that the brand was convinced to finish both and include each of them in the campaign, split between paid and organic social. We also did a shockingly delicious photoshoot with Jason and his sweet & savoury co-star.
If it hasn’t been said, I’m saying it now— a new dish is best served with a dash of nostalgia.
