Core Insights - Kraft Mac & Cheese has launched a new campaign titled "Best Thing Ever," which represents the brand's largest media investment to date, aimed at reinforcing its market position amidst competition from private labels and premium brands [1][2] - The campaign emphasizes Kraft Mac & Cheese as an experience rather than just a product, focusing on its cultural relevance, taste, value, and convenience [2][4] Marketing Strategy - The campaign features a series of 15-second ads voiced by comedian John Mulaney, positioning the product as dependable and enjoyable in various consumer contexts [2][5] - "Best Thing Ever" includes over 70 distinct assets and employs a hypercontextual approach to engage a diverse consumer base through various media channels, including TV, YouTube, and social media [2][7] Brand Evolution - The new campaign marks a shift from previous marketing strategies, moving from a focus on comfort food during the pandemic to a broader appeal that includes joy and celebration [3][4] - Kraft Mac & Cheese has undergone rebranding efforts, including a name change and a focus on "positive comfort," to better compete with new market entrants [3][4] Product Innovation - In 2025, Kraft Mac & Cheese introduced five new flavors and product formats, which contributed to an increase in new buyers and households [7][8] - The brand aims to leverage these innovations to connect with social and cultural trends while attracting new audiences [8] Company Context - Kraft Heinz is facing significant challenges, with CEO Carlos Abrams-Rivera noting "one of the worst consumer sentiments" in decades, and plans to split into two companies by the second half of 2026 [9]