2021 Winner
SilverOnline Display Single
Kraft Macaroni and Cheese
"Kraft Big Mac"
Rethink
"Kraft Big Mac"
Rethink
Kraft decided to get a little cheeky with a genius innovation that no doubt upset McDonald’s lawyers. Rethink and the CPG’s Macaroni & Cheese brand created a simple post that not-so-innocently asked the QSR if it would be “cool” if Kraft created its own “Big Mac” – a single plate-sized macaroni noodle.
The restaurant chain responded immediately saying that it would “brb calling our lawyers,” and 21 minutes later, Kraft was sent a cease and desist order from McDonald’s legal team. But that was quite alright with the brand, because, from just that one post, Kraft saw a 145% jump in searches on social media.
Mission (mostly) accomplished.
The restaurant chain responded immediately saying that it would “brb calling our lawyers,” and 21 minutes later, Kraft was sent a cease and desist order from McDonald’s legal team. But that was quite alright with the brand, because, from just that one post, Kraft saw a 145% jump in searches on social media.
Mission (mostly) accomplished.
Credits
CCO: Aaron StarkmanECD: Mike Dubrick
Head of Art / Creative Director: Joel Holtby
Creative Director: Allan Topol, Loretta Lau
Art Director: Nick Noh
Writer: Jordan Darnbrough
Strategist: Sean McDonald, Hannah Newport
Account Services: Amy Greenspoon, Kai de Bruyn Kops, Allie Kennedy
Community Management & US Adaptation: Vayner Media
Associate Creative Director: Bobby Glennon
Art Director: Jill Archibold
Copywriter: Zach Schweikert
Creator: Matt Carucci
Senior Account Executive: Whitney Swain