Kraft Mac & Cheese: Help Yourself

Client: Kraft Heinz

Comfort has a bad reputation.


It’s seen as lazy, unproductive, “the enemy of progress,” as one crazy Google search result showed.

So as America’s favorite comfort food, this was … an issue.

The Task

After a year-and-a-half of working from home and switching to a more comfortable lifestyle that puts yourself first, were we really just going to go back to the lifestyle of  “work hard, play hard?”

Not on our watch.

We introduced “Help Yourself” — a call to start prioritizing comfort as much as it is an invitation to help yourself to a delicious bowl of mac & cheese.

Launched with a film called “Skip”—an invitation to skip life’s always-on pressure and social conditioning, from the always-on work cycle to the perpetual chasing of material goods. Directed by Jack Begert and scored by Remi Wolf, the film pushes Kraft Mac & Cheese away from the table and into the spotlight.

The Look

We released a collection of illustrated animations, gifs, and stills from Rezonate Productions; the pieces are designed to interrupt social feeds and remind you that no one can take care of you like you.

The resulting work is a celebration and provocation to put yourself first and dig into a more comfortable life. After all, that’s why they call it a “helping,” right?

Ad Age — 11.22.2021
Kraft Mac & Cheese is Comfort Food for Grown Ups in New Ads
Brand Innovators — 11.22.2021
Kraft Mac & Cheese Debuts New Brand Campaign Embracing Comfort Food
Marketing Dive — 11.22.2021
Kraft Macaroni and Cheese Shifts Focus to Brand and Destigmatizing ‘Comfort’

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