The Ask: 

Develop an experience that convinces gamers to swap grab-and-go snacks for a Kraft Mac & Cheese Big Cup.

The Insight:

An impressive 27% of gamers dedicate over 13 hours per week to their favorite gaming worlds, with some undertaking six-hours in boss-battle marathons without pausing for proper sustenance. You could practically call that a part-time job, right?

Many gamers struggle with proper fueling. 54% snack while playing, and 41% crave salty treats. But let’s face it, chips and soda won’t cut it when we’re facing a boss fight and need to stay sharp. Science confirms that a balanced intake of carbs, protein, and fats is essential for peak reaction time, focus, and decision-making.

The Solution: 

Gamers are already experts at powering up their avatars. We want to show them that they can achieve this in real life, with Kraft  Mac & Cheese.