• New York Times, Thursday, May 27, 2010 10:36 AM

In a new campaign from a new agency, Kraft Macaroni and Cheese Dinner is going after a bunch of old customers: Adults who may be inclined to think they've outgrown the comfort food. Stuart Elliott reports that the work from Crispin Porter & Bogusky carries the theme, "You know you love it," and contains lines such as "The most fun you can have with your stove on" and "Imported from your childhood."

The $50-million-plus campaign is moving away from the value message that has characterized the brand's advertising recently. "We're realizing a lot of our brands have the right to play in a more emotional space than the rational territory we've mined in the past," says Chris Miles, director of advertising for the grocery business at Kraft.

Besides TV, print and outdoor ads; there will be online ads, a Web site, http://youknowyouloveit.com, social media components and "noodle art", which Elliott describes as replicas of macaroni noodles, 20 feet long and 9 feet high, placed in and around public spaces such as San Francisco's Fisherman's Wharf.

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