2026 Winner

Looking to earn a spot at football watch parties, Kraft Mac & Cheese tapped into fantasy football culture with a well-timed insight: rookie Tucker Kraft, a tight end for the Packers, aka the “Cheeseheads,” had just been drafted. “Draft Kraft” turned that coincidence into a strategy, offering fans a free box of mac and cheese if they drafted Kraft to their fantasy team. The idea was built for real-time sharing, taking over draft-day platforms and social feeds, where screenshots became proof and fuel for conversation. The campaign quickly took over fantasy discourse, boosting social mentions by 382% and generating 237M earned impressions. Beyond buzz, it delivered a 9% lift in purchase intent and an additional 50,000 boxes sold per week.

Credits

Tom Evans - Head of The Kitchen
Simon Au - Executive Creative Director
Julie Benevides - Head of Production & Operations
Kathleen Bokar - Head of Strategy
Karin Carlisle - Head of Accounts
Damon Crate -Creative Director 
Emma Arnold - Creative Director 
Max Franklin - Sr. Art Director
Katie Nugent-Bowman - Senior Art Director 
Emily Akins - Sr. Copywriter 
Sahil Pradeep - Social Copywriter 
Sonia Faye - Content Creator
Gabs Santos - Producer
Lizeth Medina - Group Strategy Director
Jessica Augurusa - Social Media Manager
Sara Bank - Group Account Director
Jennifer Feldman - Account Director
Maddy Violi - Account Coordinator
Lisa Bell - Influencer Director
Holly Kitts - Sr. Manager, Influencer