kraft mac & cheese / best thing ever

For over 80 years, Kraft Mac & Cheese has been an American icon. But for the first time in decades, it was being outshined by newer brands claiming to be cheaper, healthier, or just plain better.

Instead of comparing ourselves to competitors, our new platform set our sights on something higher: every great thing on earth.

This hyper-contextual campaign featured more than 200 unique assets that spoke directly to their surroundings, including films like the ones above (voice by the best comedian ever, John Mulaney) as well as many OOH and non-traditional placements.

For some reason, this campaign repeatedly dunked on the city of Philadelphia.

This ran across the street from The Grammys. We were instructed to “not go after Swifties,” so we one-upped Sabrina Carpenter instead.

Sorry, Cubs fans.

After hurling numerous insults at the people of Philadelphia, we showed them some love with this regionally appropriate tagline update — right in the heart of downtown Philly.

With Jon Krippahne, Tara Lawall (a real-life Philadelphia native) and many others along the way

Agency: Rethink NY

Director: RGB6