Macaroni & Cheese: Case study

Credits & Description:

Client Kraft Heinz
Market: Boulder
Agency: Cp+B
Production Company: Hungry Man
Advertiser / Brand: Kraft Heinz Company
Editorial Company: 11 Dollar Bill
Music/Sound Company: Soundspace
Chief Creative Officer: Ralph Watson
Executive Creative Director: Adam Chasnow
Creative Director: Dave Steinke
Creative Director: Peter Knierim
Sr. Video Producer: Annie Turlay
Director: Hank Perlman
Director Of Photography: Mott Hupfel
Editor: Jess Weber
Colorist: Clark Jackson
Graphics/Compositor: Christian Robins
Producer: Lisa Effress
Sound Designer: Matthew Polis
Managing Director: Devin Reiter
Group Account Director: Rob Hofferman
Content Supervisor: Anne Crosby
Content Manager: Ashley Huehnerfuss
Group Strategy Director: Kaylin Goldstein
Junior Strategist: Emma Price
Project Manager: Laura Crow
Published: May 2017
Synopsis:
After years of making Kraft Mac & Cheese for kids, Kraft realized parents may need it the most. Because it’s parents who screw up the most.
Kraft launched a new campaign called Make It Right, that celebrated the honest truth that as hard as they try, parents aren’t perfect. For Mother’s Day, they teamed up with swearing expert Melissa Mohr to reassure moms that although 74% of them admit to swearing in front of their kids, it’s all ok. You can make it right, if even for a fleeting moment, with a bowl of Mac & Cheese.
In just nine days, Swear Like a Mother amassed over 4 and a half million views, 70 million social impressions, and inspired over 769,000 likes, comments and retweets. All in all, it generated over 387 million impressions worldwide.