• by Sarah Mahoney , Staff Writer, 10 hours ago

Kraft Mac & Cheese is launching "Best Thing Ever,” a new campaign platform designed to celebrate the beloved blue boxes. Voiced by actor John Mulaney, the multipart effort includes “Mac Friday.” But instead of selling enormous flat-screen TVs -- the classic Black Friday prize -- it’s stuffing in as many boxes of Kraft Mac & Cheese as most people can handle -- a total of 65. The package is priced at $19.37, the birth year of the bright-orange favorite.

The company says the new push, created by agency Rethink, is a response to the growing pressure from both private-label groceries and premium-priced competitors, as some consumers scramble to reduce their grocery budgets while others aspire to a more elevated take on mac & cheese.

This effort, says Cheryl Barbee, director of brand communications, aims to remind consumers why Kraft Mac & Cheese has reigned supreme for 90 years. “‘Best Thing Ever’ was created as a celebration of the beloved taste, value and convenience that makes the blue box the greatest thing on earth,” she tells CPG Insider via email. “Since our fan base transcends generations, rather than leaning solely on nostalgia, we knew we had to meet consumers where they already were.”

The campaign includes 70 different “hypercontextual” assets, all designed to intersect with different cultural moments, places and conversations. Each makes the point that nothing beats the satisfaction of the familiar pasta dish -- whether the moment involves sports, the holidays, travel, friends or even family.

The spots highlight the comfort, convenience and iconic taste that make Kraft Mac & Cheese unbeatable, using comedic comparisons delivered with Mulaney’s trademark deadpan. 

The campaign comes at a pivotal moment for Kraft Heinz, which is navigating one of the biggest breakups in CPG history. Throughout it all, the company’s brands have been pushing to modernize and become more relevant to customers who are defecting because of price, health concerns or the desire for trendier or more artisanal options.

Barbee notes that this year, Kraft Mac & Cheese has launched five new flavors and new formats, including 11-ounce blue boxes and Big Cups. “New flavors and formats give fans more ways to experience Kraft Mac & Cheese and inspire new storylines for marketing and social media that still reflect our core brand values of taste, value and convenience,” she says.

Those moves have led to increases in both new buyers and household penetration, she adds.