REIMAGINING BOXED MAC & CHEESE AS THE EPITOME OF MODERN COMFORT FOOD
The Challenge
The classic Mac and Cheese Blue Box experience has been largely unchanged since its creation, despite its consumer evolving with the ever-changing world. This caused the brand to be misaligned with its consumer and to be confused about the “how” and “with who” behind desired growth.
The Approach
We spent time with and came to understand consumers who have an emotional relationship with food, especially those foodies who name Mac and Cheese as a beloved part of their delightful food world. We discovered that these consumers seek comfort from their favorite food and think of Mac and Cheese as “a hug in a bowl.”
The Opportunity
The power of food to be translated into a warm emotion inspired us to use the modern metaphors of comfort to build a new brand platform for our classic Mac and Cheese brand. Creative communication and innovation play into the brand’s soul nourishing powers, pumping the brand with a whole new vibe that redefines what it means to be a comfort food. A new campaign with redesigned packaging and inventive product development came to market in 2022 and has won numerous awards.
