KRAFT Mac & Cheese's Snackable Social Spots Capture Zillennials Attention

These days, there is nothing quite so powerful as a good social media trend, and Zillennials are increasingly turning to social media for bite-sized doses of entertainment, news, new product reviews, comfort, and more. That’s why KD and KRAFT Mac & Cheese are introducing, 'So Satisfying,' a new series of snackable social spots that mimic the hottest TikTok trends and focus on the satisfaction fans get from each bite of the perfect snack – the brands’ beloved mac & cheese cups. 

In the new creative, KD and KRAFT Mac & Cheese strive to blend into Zillennials’ 'for you' pages, mimicking the content they already love and find comfort in, drawing inspiration from the popularity of ‘sludge content’ and ASMR videos.

In the first series of spots, the brands put their own spin on sludge content – those oddly satisfying videos using split screens to pair users' clips with unrelated footage – and draw inspiration from podcast clips that are regularly featured on TikTok. The spots cleverly pair fictional podcast snippets entitled 'Call Her Cheesy,' 'The Secret,' and 'All You Need,' alongside oddly satisfying, branded videos of video game moments, soothing wood painting, and sand cutting.

Three additional spots entitled 'Cheesy,' 'Convenience,' and 'Satisfaction' focus on spoofing ASMR content that brings comfort to fans (just like the brands do), featuring the sights and sounds of stirring cheesy mac and cheese, a microwave beeping, and making the perfect cup of mac and cheese.

The KD spots were shot in both English and French to reach Canadian audiences from coast to coast. 

Brooke Morrison, senior brand manager for KD said, “The ‘So Satisfying’ campaign is all about meeting Zillennials where they are and engaging with them in a way that feels natural. We know our audience prioritizes authenticity and entertainment value in their content. By drawing inspiration from popular social trends and creating assets designed to live authentically on the social channels Zillennials frequent, we’re aligning KD with the experiences and content they are craving while also reinforcing the delicious comfort of our Mac ‘N Cheese Cups.”

Victoria Lee, brand manager for Kraft Mac & Cheese: said, "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. With our 'So Satisfying' campaign, these iconic brands continue to redefine how we connect with our target audience by immersing ourselves in the content they love. Sludge content and ASMR videos create both physical and emotional satisfaction, just like the brands’ cups, and, with both delivered in a 'snack size' format, the marriage of the two was a perfect creative fit. Here, we’ve created a campaign that not only highlights the irresistible appeal of our mac & cheese cups but also demonstrates our commitment to meeting our audience where they are."  

Lorne Heller, creative director and Justin Luu, creative director at Rethink said, “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.”