Kraft Mac & Cheese Unveils Its Boldest Campaign
MARKETING
Kraft Mac & Cheese unveils a new creative platform, Best Thing Ever. The campaign pays homage to the brand by celebrating its role in Americans’ lives for nearly 90 years.
It’s the ultimate comfort food, the nostalgic rite of passage, and the most reliable meal on the planet. For nearly 90 years, the iconic blue box of Kraft Mac & Cheese has been deeply embedded in the American cultural fabric. Now, the brand is leaning into its legendary status with a bold, new creative platform that seeks to settle a debate no one ever seriously questioned: "Best Thing Ever."
The new campaign, which reinforces the brand’s promise of deliciousness, ease, and affordability, marks one of the most significant media investments in the brand’s history. To deliver the perfect balance of comedic charm and cultural authority, Kraft Mac & Cheese enlisted the voice of celebrated comedian and actor John Mulaney.
A Legacy Worthy of the Hype
The numbers speak for themselves: Kraft Mac & Cheese sells roughly one million blue boxes every single day. This unrivaled legacy is a testament to its role in the American kitchen, transcending generations from an easy after-school snack to the first meal many learn to cook on their own. The new "Best Thing Ever" platform is designed to celebrate this history by proving that, no matter what you compare it to, nothing is better than a delicious, cheesy bowl of Kraft Mac & Cheese.
“We wanted to lean into our cultural status and create a platform that not only reinforces our brand promise of deliciousness, ease, and affordability, but also makes our fans feel seen,” said Cheryl Barbee, Communications Director, Kraft Mac & Cheese at The Kraft Heinz Company.
The Comedic Case for Mac & Cheese
The campaign’s central creative genius lies in its comedic conceit, delivered with John Mulaney’s signature deadpan wit. Each ad spot highlights the comfort, convenience, and iconic taste that make the dish simply unbeatable through hilarious comparisons. The commercials position the simple blue box favorably against grand themes and life moments, including sports, the holidays, travel, and even personal relationships.
With more than 70 distinct assets launching immediately and hundreds of custom executions planned over the next year across TV, Connected TV, and social platforms, Kraft Mac & Cheese is effectively positioning itself as the undisputed champion of the people
Mac Friday: The Ultimate Holiday Deal
To immediately drive home the "Best Thing Ever" message, Kraft Mac & Cheese is staging a brilliant holiday stunt, transforming Black Friday into "Mac Friday."
Black Friday’s most iconic deal is the flatscreen television, so Kraft is flipping the script by offering the most delicious deal instead. The Mac Friday box is a flatscreen TV-sized box filled with 65 individual boxes of Kraft Mac & Cheese.
This limited-edition box is available exclusively at Walmart.com for just $19.37, a playful nod to the year the iconic brand was first founded. It’s the ultimate way to prove that not even the biggest shopping day of the year is better than a bowl of comforting, cheesy perfection.
The "Best Thing Ever" campaign marks the exciting next chapter for the iconic blue box, celebrating its past while cementing its place as an unbeatably delicious staple for the future.