2021 Winner
BronzeIntegrated Web Campaign
Kraft Mac & Cheese
"Send Noods"
No Fixed Address
"Send Noods"
No Fixed Address
At the start of the pandemic, people stocked up on “comfort food.” Kraft decided to help people send comfort and affection to the people they care about the most by
sending noods (not nudes).
The “Send Noods” campaign was centred around a website where people could send free Kraft Macaroni & Cheese to someone they love. The campaign was created in Canada, but first launched in the U.S. on National Noodle Day and then north of the border the following week.
Influencer kits, branded swag (including an X-rated magazine of steaming hot noods), OOH, digital and social assets, and a TV spot starring SNL star Vanessa Bayer drove people to the website, where 24,000 boxes sold out in just 28 minutes.
sending noods (not nudes).
The “Send Noods” campaign was centred around a website where people could send free Kraft Macaroni & Cheese to someone they love. The campaign was created in Canada, but first launched in the U.S. on National Noodle Day and then north of the border the following week.
Influencer kits, branded swag (including an X-rated magazine of steaming hot noods), OOH, digital and social assets, and a TV spot starring SNL star Vanessa Bayer drove people to the website, where 24,000 boxes sold out in just 28 minutes.
Credits
Client: Kraft HeinzChief Creative Officer: Greg Hahn
President: Kerry McKibbin, Jordan Doucette
Executive Creative Director: Bianca Guimaraes, Kevin Mulroy
Copywriter: Travis Myers
Art Director: Nina Hang
Junior Art Director: Nod McFall
Chief Strategy Officer: Jeff McCrory
Vice President of Technology & Production: Will Dempster
Business Manager: Leila Chee
Digital Media Manager: Annie Tung
Studio Lead: John Silva, Paul Silva
Editorial: Arcade, Timber
PR: Alison Brod Marketing + Communications
Mix Company: Lime
Production Company: PlayTime.Media