Kraft Dinner’s all-new form factor has finally hit the grocery store aisles. While it may not look like your traditional KD Mac & Cheese; the gooey, cheesy, and distinct KD formula that everyone craves remains intact.

KD Ramen is a detour from everyday instant ramen that’s sure to hit home.

Campaign Objective: Cultivate awareness of all-new KD Ramen while maintaining the brand essence that Kraft Dinner is popularly known for.

Big Idea: Tap into the overwhelming love of KD’s OG formula, with a twist on comfort food, noodles; and of course, ramen.   

Insight: Ramen is often categorized as “comfort food” and almost never described as cheesy.

Lifestyle Attributes: Foodie, Gamer, Busy Single/Student, Active on Social Media.