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The Big Noodle
Project Type
Experiential
Date
2011 - 2015
CHALLENGE
Kraft Macaroni & Cheese tasked us to broaden their consumer base and distinguish themselves from private label macaroni and cheese brands.
Kraft Macaroni & Cheese had been marketed as a kids’ food for decades and tests show that the general public considered it mainly as an “affordable, kid-pleasing staple”.
We realized Kraft Macaroni & Cheese needed to reclaim its place at the dinner table as an iconic food for the whole family and standout from its competition.
STRATEGY
To stand out in a crowded category, we engineered the creation of the largest Noodle ever made featuring Kraft Macaroni & Cheese’s campaign slogan “You Know You Love It”, and no where on it does it say Kraft - symbolizing that people know the legendary brand regardless.
We placed the Big Noodle in iconic environments that would mirror the iconic nature of the brand.
RESULTS
The program was such a hit in its first year we made 3 more Big Noodles and had them all touring the country from 2011-2015. The noodle has traveled to many venues and events including Soldier Field, a partnership with Six Flags, and a showing at the Kentucky Derby.
“You Know You Love It” campaign created a 300% increase in buzz around the brand.
Doubled Facebook fans since 2011, celebrating 1MM in May, 2014.
