Kraft Mac & Cheese - Stir the Pot
Stir the Pot dares young adults to embrace discomfort, ‘cause Kraft will be waiting for them when they’re done.
[D&AD New Blood submission. Kraft branding redacted]
When we were kids, we used to dream big and play hard. We said what we believed. Unfiltered. We were brutally honest. Brutally real. We were doers. Second guessing and self critiquing didn’t stunt our bravery. We didn’t know what a “status-quo” was, and we sure didn’t care to break it. Playing it safe hadn’t spoiled our spirits. And it never should’ve.
In a society with a pinnacle of perfection, young adults fear mess-ups, mistakes, and being mis-read more than anyone before. They’re living in the confines of their comfort-zone: clinging to familiar social circles, like-minded people, and resorting to online connection. Now, only 48% of Gen Z find it important to challenge themselves. So what about the other 52% of used-to-be-risk takers?
To show that Kraft Mac & Cheese is more than just a kids food brand, Stir the Pot dares young adults to embrace discomfort and embody the boldness they did when they were kids. To be real, take risks, and do the damn thing—even if they’re scared.
The Team:
Strategist: Jose Paniagua
Copywriter: Riley Kennon
Art Director + Designer: Christina Nguyen
These interactive stands dare our audience to step outside their comfort zones and stir the pot. We provide everything people need to follow the prompt—megaphone, postcards, speaker—they just have to do it.
Kraft is also going to take it a step further by using their platform to stir the pot on X. Here, we’re interacting with Gen-Zers, and reminding them to shake things up.
