Kraft Beer

Challenge: Create a brand activation that speaks to older Gen Zs and younger Millennials by connecting to what they care about in culture, and showin them that KMC is there for them whenever they need some reassuring comfort.

Solution: The one time our target audience still loves to indulge in microwavable mac & cheese is after a night out. Serve Kraft mac & cheese and craft beers together.

In liquor stores, we want to create these meal kits of a local beer and Kraft mac & cheese. There would be a single pack and an 4-pack. In each pack, a local craft beer would be included and each kit would be unqiue based on location. 

This is also an opportunity to collaborate with local bars and breweries. Our projected launch date would be in September because of football season and Oktoberfest. So for each month of fall, we would select several bars and set up booths in them. And for each craft beer purchased, a Kraft mac & cheese would be provided.