The One Show
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Category
Brand Transformation
Annual ID
OS_CP17020G
About the Work
How do you announce the biggest change in a beloved brand’s 80-year history? By not saying a word. Kraft Mac & Cheese was looking for a way to launch their new recipe featuring no artificial ingredients. But change is scary. Especially when it comes to an American icon. We had to prove the new Kraft Mac & Cheese still tastes like Kraft Mac & Cheese. So we made the product change virtually indiscernible on-pack, while going dark in all media for three months. During that time, consumers purchased over 50 million boxes of the new recipe and virtually no one noticed a difference in taste. Only then did we announce what we had done: successfully pulled off the World’s Largest Blind Taste Test.
2017 Awards
Total Points: 25
Gold Pencil
Credits
Agency
CP+B / Boulder
PR / Marketing Agency
Olson Engage / Chicago
Production Company
Hungry Man / Los Angeles
JSM / New York
The Now Corporation / New York
Media Company
Starcom MediaVest Group / Chicago
Art Director
Tyler Gonerka
Chief Creative Officer
Ralph Watson
Creative Director
D'Arcy O'Neill
Director
Hank Perlman
Editor
Owen Plotkin
Jessica Dowling
Executive Creative Director
Adam Chasnow
Photographer
Eric Steelberg
Writer
Emily Salas
Content Strategist
Kaylin Goldstein
Music / Sound
Joel Simon
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