KRAFT CHEESE - MAKE SOMETHING AMAZING

We believed Kraft Cheese could be an inspiration. A brand that inspires people to make things. To start selling cheese, we ironically had to stop selling cheese and start inspiring the consumer to participate in a bigger cultural trend. Kraft had the power to help that happen. So we did. Anyone can make cheese, only KRAFT can make it a spark of inspiration to Make Something Amazing.

This campaign was all about authenticity. So to emphasize that we went into real peoples homes and filmed them naturally interacting with Kraft cheese while they made something inspiring and amazing. 

AGENCY: MCGARRYBOWEN

DIRECTOR: JAN GLEIE

GETTING TO KNOW THE FAMILIES - Social

We thought these families stories were interesting and wanted our consumers to hear them and relate to them. Whether it was sharing a family recipe, how to manage a little bit better during the recession or sharing the importance of the right ingredients, there was something there for everyone to connect with. 

RESTAURANTS USING KRAFT TO MAKING SOMETHING AMAZING - Social

One way we combated the perception of being a processed cheese is by going around to a few famous restaurants where Kraft is being used. To these places ingredients is key and the Kraft Cheese brand is trusted by them to accomplish some of there most amazing items on their menu. 

HOW TO - ONLINE RECIPES - Social

To further our effort to help spark inspiration we created visually interesting and simple recipes to live online.