Kraft is poking a bit of fun at Thanksgiving culinary traditions and promoting its Mac & Cheese as a viable alternative, especially for kids who won’t eat their brussels sprouts or candied yams.
While the meal is a time to give thanks for family, friends and the bounty of food on the table, sometimes that food doesn’t appeal to everyone, especially restless kids. So, for this Thanksgiving, Kraft is encouraging parents to bring Kraft Mac & Cheese to the table so everyone can enjoy a struggle-free celebration.
With 75% of American families claiming to have at least one picky eater at home, according to a Kraft Heinz study, Kraft Mac & Cheese is one thing parents can rely on to please their picky eaters.
A video promoting the move, ‘#ThankfulForMacNCheese’ finds a woman at a busy dinner table, skewering a few of the foods many serve. “Green bean casserole, cranberry sauce that’s still in the shape of the can. Things that we eat one day a year that seem totally weird the other 364. Unless you’re a kid. Then they seem weird all the time.”
She then asks for forgiveness for heating up Kraft Mac & Cheese during Grace so her kids can enjoy their meal quietly, making for a tantrum-free mealtime.
Client: Kraft Heinz
SVP Global Brands: Michelle St. Jacques
Director Brand Building Kraft Masterbrand: Sergio Eleuterio
Agency: Leo Burnett
Chief Creative Officer: Britt Nolan
Executive Vice President, Executive Creative Director: Jordan Doucette
Associate Creative Director: Matt McCabe
Senior Producer: Britt Godsell
Account Director: Abby Allsop
Senior Account Executive: Wilhelm Lawrence
Production Company: Tessa Films
Director: Tim Mason
Executive Producer: Lisa Masseur
Line Producer: Sydney Thomson
Editor: Gus Spelman