Why Kraft Mac & Cheese went hypercontextual for ‘Best Thing Ever’ push

This audio is auto-generated. Please let us know if you have feedback Kraft Mac & Cheese has kicked off a campaign that pitches the pantry staple as the “Best Thing Ever,” per details shared with Marketing Dive. The effort, which carries Kraft Mac & Cheese’s largest media investment to date, comes as the packaged foods marketer faces challenges both from private label and premium upstarts. In response, “Best Thing Ever” looks to market Kraft Mac & Cheese as an experience and not just a product, according t ...