New Blood Entry — Corner Pack
Award: Yellow Pencil
Kraft Mac & Cheese / 2024
There's a moment when you need Mac & Cheese while traveling outside of the U.S. It's not that chicken pad thai and dan noodles aren't great, but sometimes, you gotta have comfort food from home. But the problem is your luggage is always full of your stuff, and to-go packages often get crushed inside. That's why we're creating new Mac & Cheese to-go packages with rounded corners that fit four corners of conventional luggage bags.
What did the judges have to say?
Corner Pack - what a brilliant idea that not only works for Gen-Z, but applies to a broader audience (without sacrificing anything for Gen-Z). Well-thought out idea all the way through execution. Very smart creative, copy, and placements.
Victoria Lee, Brand Manager, Kraft Mac & Cheese, The Kraft Heinz Company
Both entries rose above the ask. They were smart, insightful, and actionable for the brand. One of the winners "Corner Packs" could make KMC a leader and innovator in snack food packaging. Smart ideas that create new ways for the brand to be useful to their consumers is a win.
VIDA CORNELIOUS, VP Creative, Advertising & T-Brand Studio, The New York Times
Kevin's Mac and Cheese - This was inevitable. A cool idea that could hav happened 20 years ago or 20 years from now and still connect with young audiences. The use of a pop culture classic to promote another classic. Corner Pack- Turning the audience context - traveling to and back from parent's houses to college - into a package design/direct piece/you name which discipline it is, is something genius. Love it.
João Caetano, Group Creative Director, Wieden+Kennedy São Paulo