2. Objectives:
● Engage consumers, build emotional connections with newer and
older audiences
● Drive brand advocacy by encouraging the sharing of personal
stories and nostalgia associated with the product
4. Big Idea: Bringing your success stories and KMC together
Tagline: Feeding your memories #SavorSuccess
5.
6. Demographics
● Millennials and Gen Z, but
inclusive of all age groups
● All genders
● Urban and suburban areas
● From students to working
professionals to families
Psychographics
● Busy individuals seeking convenience
● Appreciation for tradition, nostalgia and
shared experiences
● Food and cooking enthusiasts, social
media users
● Active on social media platforms
Audience profile:
17. Storyboard for commercial
Upbeat music
Upbeat music Upbeat music Upbeat music
KMC Feeding your memories campaign
Wide Zoom Wide
Wide Wide Zoom
-Wide shot of mountain of ahead
- Voice Over of the athlete's story and
love for skiing
Zoom into athlete as they
smile
As the athlete skis down the
mountain, the surrounding area
engulfs in cheese
Wide shot of the athlete doing a
flip while cheese drips down the
screen
Still shot of the athlete with the
yellow skis
Zoom into athlete posing for the
end shot
18. Conclusion
● The campaign celebrates the timeless appeal of Kraft Mac & Cheese, inviting
consumers to share their personal stories and nostalgia associated with the
beloved comfort food
● Through engaging storytelling and user-generated content, the campaign
fosters emotional connections between consumers and the brand
● By encouraging participation and social sharing, the campaign amplifies brand
awareness and advocacy
● The campaign not only celebrates the past but also looks towards the future,
strengthening the bond between consumers and Kraft Mac & Cheese for
generations to come
