• by Fern Siegel , September 9, 2024

The first North American creative campaign from Kraft Mac & Cheese and KD, “So Satisfying,” targets zillennials, born roughly between 1992 and 2002.

For this in-between demographic, primarily in their 20s, social media is their locus for entertainment, news, product reviews and comfort. That's why “So Satisfying,” a new series of social spots, mimics TikTok trends and focuses on mac & cheese cup satisfaction.

Rethink did the creative, which streams on TikTok, Instagram, YouTube and Spotify here, here and here.

“People flock to TikTok to wind down, not to be interrupted. So co-opting one of the signature tropes of the platform felt right for landing the satisfying side of KD Cups. We’ve had a ton of fun crafting our own sludge content and turning what could have been traditional spots into silly, yet hardworking podcasts,” said Lorne Heller and Justin Luu, creative directors at ReThink.

The new work pairs fictional podcast snippets – “Call Her Cheesy,” “The Secret” and “All You Need” – alongside branded videos of video game moments, soothing wood painting and sand cutting. Three more – “Cheesy,” “Convenience” and “Satisfaction” – focus on spoofing ASMR content, featuring the sights and sounds of stirring cheesy mac & cheese, a microwave beeping and making the perfect mac & cheese cup.

”We know that zillennials are not only craving snacks – they are craving snacks that provide moments of satisfaction and emotion comfort in their daily lives,” said Victoria Lee, brand manager, Kraft Mac & Cheese. ”We’ve created a campaign that highlights the irresistible appeal of our mac & cheese cups but also demonstrates our commitment to meeting our audience where they are.”

ReThink's client work has included WestJet, IKEA, YMCA Vancouver and Penguin Random House.