D&AD New Bloods 2024 Graphite Pencil Winner

ImMACulate

A majority of Generation Z struggles with food guilt and anxiety, heavily influenced by societal perceptions of food morality.

To boldly challenge these notions, Kraft launched Immaculate during New York Restaurant Week. Immaculate, a playful fine dining experience, turned patrons' own boxes of Kraft Mac & Cheese into whimsical dishes and gave all a chance to celebrate food joyfully, like a kid again.

Marked by a Michelin star and #FoodTok fervor, Immaculate’s success signified a dramatic cultural shift toward embracing food comfortably and without judgment.

DREAM TEAM

Team Lead, Art Director, Voice-Over, and Video Editor: Leyna Cromarty

Art Director: Alessandra Castro

Copywriters: Avery Longfield, Meera Becker

D&AD New Bloods 2024 Wood Pencil Winner

Stock Up On Cheddar

More than half of Gen Zers are super stressed about their finances, and many don’t know how to manage them

More than half of Gen Zers are super stressed about their finances, and many don’t know how to manage them. Kraft decided that’s nothing a bowl of its Mac & Cheese couldn’t help fix. Encouraging young investors to stock up on cheddar, we gave away partial shares of Kraft Heinz stock with every box, partnering with Bloom to let these young investors manage their shares and learn more about the stock market. Merging comfort food with financial empowerment, Kraft turned cheddar into cheddar – one bowl at a time.

DREAM TEAM PART 2

Team Lead, Art Director, and Video Editor: Alessandra Castro

Art Director and Voice-Over: Leyna Cromarty

Copywriters: Meera Becker, Danny Rossi, Daniel Friedman

See the award-winning video here!