Kraft Mac & Cheese
Insight: Gaming culture mirrors the sports world, especially in how community fosters engagement.
Idea: The Kraft Cup Kup - an esports Fantasy League tournament featuring iconic video game streamers. Leveraging legions of engaged fandoms into one place that showcases KMC cups convenience, and makes “KMC” synonymous with “Cup”, over their 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.
