Help Yourself

Kraft Heinz Mac & Cheese Rebrand

Comfort has a bad rap. It’s been labeled as something negative, lazy. As a classic comfort food, Mac & Cheese couldn't have that. It's time to Help Yourself to whatever makes you feel good... and celebrate every cheesy bite.

For Kraft Mac & Cheese’s rebrand we set out to create an ownable world of feel good comfort for Mac & Cheese. To bring this to life we worked with Rezonate Studios to develope a number of quirky and unique noodle-limbed characters. Each helping themselves to a bowl of Mac & Cheese while living lives of comfort.

This then came into real life for our TVC Skip where we witness our protagonist skipping the pressures of the everyday with dancing a noodly bounce in his step.