Kraft Mac & Cheese wants to enter the gaming community by repositioning
KMC Big Cups as the “ultimate gaming snack”. Known for its comforting taste
but often seen as kid-focused, the goal is to revive this nostalgic favorite and
make it a go-to comfort food for all gamers, from casual to competitive.
Role: Lead Strategist
My first impression: Kraft Mac & Cheese is cleanest snack to eat while gaming.
Let’s be brief:
The Objective: Find an authentic role for Kraft Mac & Cheese in the gaming world.
The Problem: Although most gamers are adults, Kraft is still seen as a brand for kids.
The Approach: Shift the brand’s perception by offering comfort in high-stakes moments.
“The gaming community is so unwelcoming”
Situation:
Entering the gaming world, we quickly experienced toxic behavior with harsh language, aggression, and intense behavior.
Which is so ironic because…
Gaming is a source of comfort, offering an escape from reality. But when that comfort
is interrupted by a loss, it quickly turns into a battlefield of frustration and hostility.
Kraft Mac & Cheese has a unique opportunity to stand against toxicity in gaming culture. To make an impact, the message
must come from an iconic symbol of comfort.
*Enter the chat*… Gaming Grandmas.
Opportunity:
”As another symbol of comfort”
Subgroup:
“Gaming Grandmas”
In recent years, a growing wave of gaming grandma streamers has taken the world by storm.
Some of the most famous include Tactical Grandma,
Shirley Curry, and Hamako Mori, each with their own thriving communities on Discord, YouTube, etc. where they’ve gained thousands of loyal followers. Some even
calls their viewers “grandkids” in the streams/chat.
Insight:
People tend to be on their best behavior around grandmas.
During their streams, we've watched players' tone change the moment they realize they're up against a grandma.
Players choose their words carefully and show extra
respect to everyone when grandma’s watching 👀.
Strategy:
Kraft will partner with a squad of GG’s to spread comfort, and Kraft Big Cups, to remind gamers that gaming should always be comfortable for everyone.
Idea:
Case Study:
KMC Tin Asset
Emojis to send in chat:
Why I love this work:
Love,
Made By:
Art Directors: Monica Bains / Graham Bartal
Copywriter: Logan Furey
Strategist: Joy Luong
I love revitalizing classic brands like Kraft Mac & Cheese. The "Gaming Grandmas" idea seemed odd at first, but it made
perfect sense because both grandmas and KMC offer comfort
that connects generations. This concept gives the brand and
this overlooked subgroup a place in modern culture while
solving one of the biggest gaps in the gaming world by bringing
warmth and inclusivity to an often intense space.
