Kraft Macaroni & Cheese: Thankful for Mac & Cheese by Leo Burnett

Date: Nov 2018
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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.

Credits

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

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