NICE DRIP
Campaign for Kraft Mac & Cheese
‘Nice Drip’ is Gen-Z slang for cool outfit. It’s also one of Kraft Mac & Cheese’s most appealing qualities, in its oozing, delicious sauce.
Socially-conscious Gen-Z and younger millennials pride themselves in self-expression. They are digital natives who value community, compassion and conscious consumption. They form tribes.
Let’s build a new one.
Bits 'n' Bobs
The KMC brand includes an macaroni icon - the perfect bite with the perfect drip.
This campaign repurposes that icon - as a pattern, as a graphic and as a smile - to build a fresh, funky, 00’s-inspired sub-brand that will speak to the target audience.
There are three key elements to the KMC ‘Nice Drip’ identity.
1. Text lock-up
Drippy, trippy, retro // primary asset
2. Cheesy Grin
Cute, eerie, yummy // secondary asset
3. Mac Mesh: Decorative
Low-end lux // decorative, carrier asset.
#IRL
This campaign centres around kindness, community and sharing, encouraging people to pass the compliment - to make someone’s day.
The KMC community share ‘Nice Drip’ assets through digital reactions - GIFs, stickers and emojis - and #IRL activations - posters, mirror clings and stickers.
Can we make pasta emojis code for nice drip?
The campaign will be centred around influencer outreach and UCG, letting the KMC community interpret it in their own unique ways.
Comms from the KMC channels will be signed off ‘from your old friend’ - a nod to the enduring, comforting, childhood relationships with the brand.
#Collab
A bespoke, sustainably-sourced collection of comfort-clothes for comfort-food lovers takes the KMC brand out of the supermarket and into the big bad world.
In collaboration with much loved Gen-Z brand and fellow American-icon Levi's*, KMC produce branded jeans, hoodies and denim totes.
Leaning into Gen Z’s love of craft, friendship bracelets and all-things retro, we also produce a limited collection of pasta necklaces from recycled metal, breathing bling new life into a primary-school classic.
Sources:
- AdAge
- Shorty Awards
