“For life’s letdowns”
Brand | Outdoor | Food
Kraft Mac & Cheese Speculative

Background
Many adults in their twenties are graduating, moving out, and trying to make it big in the big city.
Though these adults find change exciting, there are moments that make them unsure of themselves.

Objective
As part of a class project, my task was to create a brand outdoor campaign that speaks to older Gen Zs and younger Millennials
by showing them that Kraft Mac & Cheese (KMC) is there for them whenever they need some reassuring comfort.

Insight
To older Gen Zs and younger millennials, young adulthood is often associated with letdowns that induce stress, sadness, and anxiety.

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Execution
Sometimes the world gets you down and all you wanna do is cry into a bowl of comfort food while watching an old Disney movie. To many in their twenties, being an adult comes with a plethora of new stressors. From understanding taxes to saving money to working new jobs in unfamiliar places, these people just want an escape. They want to be rocket launched back to their childhood, when $100 was a lot of money and life was a lot simpler. They want to remember when the biggest problems were a scrape on the knee or a case of the flu and when mac & cheese made everything all right.

I created the tagline "for life's letdowns," letting the noodle logo act as a word that signifies the frown it can turn upside down. In terms of headlines, I found the most humorous and relatable "letdowns" young adults deal with, positioning Kraft as a solution to the funny (and sometimes not-so-funny) problems they find themselves facing as they enter "the real world.”

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