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Kraft has kept its preservative-free mac & cheese a secret – until now

Kraft is one of the many brands that has jumped on the ‘artificial-free’ bandwagon over the past year to try and appeal to increasingly health-conscious consumers, but the brand has taken a decidedly unique approach to marketing its newly natural macaroni & cheese.

Last April, Kraft announced that its mac & cheese would be made without artificial preservatives and synthetic colors starting in January 2016. But when January of this year rolled around, the brand chose to stay quiet on the promotional front.

Instead, Kraft has been quietly selling the new mac & cheese in stores over the past three months and has so far sold over 50 million boxes, according to the brand.

Now Kraft is ready to make its secret known. In a spot created by CP+B called “It’s Changed, But It Hasn’t,” a diverse group of characters – including a mother, dog, billionaire, and some “millennials who hate being called millennials” – are all shown eating the revamped mac & cheese. The one thing they all have in common? None of them have noticed that Kraft changed its recipe.

The spot stars former Late, Late Show host Craig Kilborn and is part of a larger campaign that includes online video, social media, print, and in-store elements.

Below, check out the print ads as well as a “making of” video that shows how the new mac & cheese came to be.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

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