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.
So, besides enraging Karens across the country, what did all of this do?
boxes given away
earned impressions (and counting)
to sell out