2020’s global pandemic had food flying off the physical and virtual shelves as people stocked up for lockdown. How could Kraft Mac and Cheese get front-of-mind and underscore its position as category leader?

In these weird, disconnected and uncomfortable times, people are reaching for more comfort food than ever before.

We gave people the chance to send some much-needed comfort and affection to the people they care about the most, in the cheesiest way possible—by sending noods (not nudes).

The huge integrated campaign centered on a website where people could send noods (free Kraft Macaroni and Cheese) to someone they love.

Elements driving to the site included Influencer kits, branded swag (including a X-rated magazine of steaming hot noods), OOH, extensive digital and social assets, and a TV spot starring Saturday Night Live star Vanessa Bayer.