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You Can't F Mac and Cheese

Kraft Mac & Cheese

When you grow up, you need to take care of yourself, and that's fucking hard! You fuck up a lot. That's why KMC is offering the greatest deal - With an on-site brand activation, we will set up pop-up spaces in central locations where "young adults" can make the ideal trade : Come with your faliure food and get a warm KMC! The activation will also take place online under the hashtag: #YouCan'tFKMC Users will share their most fucked up meals, and the winner will get a whole year's supply of KMC.

Tutor

Khatia Nodia

College

Miami Ad School Europe
Miami Ad School Europe
Miami Ad School Europe

Creative Team

Alex Moliner
Hila Bengal

Kraft Mac & Cheese

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ImMACulate

Kraft Mac & Cheese

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A majority of Generation Z struggles with food guilt and anxiety, heavily influenced by societal perceptions of food morality. To boldly challenge these notions, Kraft launched Immaculate during New York Restaurant Week. Immaculate, a playful fine dining experience, turned patrons' own boxes of Kraft Mac & Cheese into whimsical dishes and gave all a chance to celebrate food joyfully, like a kid again. Marked by a Michelin star and #FoodTok fervor, Immaculate’s success signified a dramatic cultural shift toward embracing food comfortably and without judgment.

Tutor

Lindsay Dyer
Salina Cole

College

Denver Ad School
Denver Ad School
Denver Ad School
Denver Ad School
Denver Ad School
Denver Ad School

Creative Team

Leyna Cromarty
Alessandra Montserrat Castro
Meera Becker
Avery Longfield

Kraft Mac & Cheese