Kraft Dinner
The Problem?
KD is losing relevance as younger tastes shift, making the easy-meal category more competitive.
The challenge?
Remind Gen Z students: KD is affordable, quick, and comforting.
Key Insight:
Gen Z binge to cope with school stresses, binge-watching and binge-eating top the charts
Big Idea:
KDFlix
Experiential-KD X Netflix
KD collaborates with Netflix to show that no matter how stressed life gets, KD is always there to comfort you. While partnering with Netflix KD provides you with a binge worthy, comforting playlist of your favourite comfort shows that is guaranteed to relieve your stress along with a hot bowl of KD itself.
Activation
KD creates a student comfort kit to distribute on campuses during the high stress moments like the midterms, where the students are going through a lot of pressure and are in need of that personal touch. The comfort kit includes a weighted blanket, scented candle, an eye patch to help you sleep better and a box of KD to help them relieve and destress and focus better
Social
THE TEAM:
Art Director: Nipun Dawar
Art Director: Ayushi Patel
Account Manager: Zahra muchhala