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Send Noods
Agency Mischief @ No Fixed Address + Kraft + Alison Brod Marketing + Communications / New York + PlayTime Media
Category
Single Country or Region / Consumer / Brand
Annual ID
OS22_CE029M
About the Work
Amid COVID-19 panic, our disrupted livelihoods had us yearning for
comfort. But with connections to others severed, we turned to comfort
food to fill the void. Meanwhile, a new competitor entered the Macaroni
& Cheese category—Cheetos, a zeitgeist among Millennials and Gen Z.
Kraft needed to galvanize the attention of Millennials and Gen Z to
maintain its position as market leader. Enter: “Send Noods.” On National
Noodle Day, Kraft encouraged young adults to reconnect and send
custom boxes of Kraft Mac & Cheese to their special someones. The
response was astounding—and no one was talking about Cheetos.
comfort. But with connections to others severed, we turned to comfort
food to fill the void. Meanwhile, a new competitor entered the Macaroni
& Cheese category—Cheetos, a zeitgeist among Millennials and Gen Z.
Kraft needed to galvanize the attention of Millennials and Gen Z to
maintain its position as market leader. Enter: “Send Noods.” On National
Noodle Day, Kraft encouraged young adults to reconnect and send
custom boxes of Kraft Mac & Cheese to their special someones. The
response was astounding—and no one was talking about Cheetos.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Mischief @ No Fixed Address
PR / Marketing Agency
Alison Brod Marketing + Communications / New York
Client / Brand
Kraft
Production Company
PlayTime Media
Music / Sound Production Company
Lime
Post Production Company
Arcade
Timber
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