Kraft Mac & Cheese
Gamers are tired of greasy chip fingers on their controllers, but they certainly don’t have time to cook. That’s where Kraft Mac & Cheese Big Cups come in.
To position them as a gamer's essential snack, we introduced "The Kraft Cup Kup" - an esports fantasy league tournament featuring popular video game streamers, fostering community engagement, and highlighting KMC cups as the ultimate convenience, moving away from their traditional boxed reputation.
Before the tournament begins, players lock in their Snack Squad - one gamer selection per video game.
Top gaming streamers go head-to-head, as their points get added to the total of those who selected them.
A panel of commentary streamers host occasional MicroBreaks, lasting 3.5 mins - the exact time to microwave a KMC cup.
This allows players time to prepare their own, while also showing off how little time the cups take to prepare.
Winners (those whose players collectively gathered the most points), are awarded the Kraft Kup trophy, a years worth of KMC cups, and their choice of gaming console!
OOH & Social Media.
Promotional packaging channels the rendered appearance of mac & cheese in various game graphics.
With QR codes unlocking skins and tools in their games, engaging the pre-existing customer base of millennial families.