- Award
- Gold
- Agency
- CP+B
- Client
- Kraft Macaroni & Cheese
- Art Director
- Jerome Marucci, Ryan Dowling
- Category
- TV-Film
- Automotive
- Country
- United States of America
- Award
- Gold
- Agency
- CP+B
- Client
- Kraft Macaroni & Cheese
- Art Director
- Jerome Marucci, Ryan Dowling
- Category
- TV-Film
- Automotive
- Country
- United States of America
- Title
- Star Wars Noodles in Action
- Photographer
- Mike Olmsted
- Creative Director
- Dave Steinke
- Project Manager
- Tito Texidor
- Laura Crow
- Senior Producer
- Dawn Morris
- Other
- Daphne Papadopulos
- Executive Creative Director
- Adam Chasnow
- Digital Artist
- Zach Puetzer
- Copywriter
- Steve McElligott
- Chief Creative Director
- Ralph Watson
- Art Producer
- Amy Foster
- Account Supervisor
- Neylu Longoria
- Account Manager
- Ashley Huehnerfuss
- Account Director
- Steve Sanders
- Kevin Sypal
Assignment
To create a print ad piece that would elicit desire for the Kraft Mac & Cheese Star Wars Shapes by demonstrating the power of these two icons coming together.
Approach
In order to celebrate the power of these two beloved brands coming together we recreated iconic scenes from the Star Wars films by replacing the characters with their Kraft noodle shaped reproductions.
Results
Overall: The team’s integration of the KMC and Star Wars equities has been truly powerful, extending from our collectible boxes, to multi-packs, and even to one-of-a-kind posters. The result has been a force within itself, yielding breakthrough reactions from consumers and strong results for our customers. We look forward to seeing this platform continue to evolve in the coming months and years. The Star Wars multipacks with posters helped the Kraft team secure a rotational slot at Sam’s Club after several years without success. Additionally, the team received incremental display at Target. Consumers have begun to show their excitement by requesting additional posters on our social channels.
