• Client: Kraft Mac and Cheese (D&AD New Blood competition brief)

• Create a campaign that sparks a real conversation with Gen Z

• Remind the audience of the comfort and emotional familiarity the brand represents

• Go beyond traditional advertising into something experiential and tangible

I connected the brand's comforting quality with meditation, a self-care trend among Gen Z. The concept was a meditation booth placed in a busy city space, where users could experience ten minutes of calm while listening to Mac and Cheese ASMR. After each session, participants received collectible miniatures of Kraft Mac and Cheese as a reward, directly linking the ten-minute meditation experience to the actual cooking time of the product.

The concept brought together brand familiarity, sensory experience, and a collectible reward in a way that felt natural rather than forced. It showed that a comfort food brand can genuinely participate in the self-care conversation without just slapping a trend onto a product.

Kraft Mac and Cheese is built on comfort, but Gen Z engages with comfort very differently to older generations. Self-care, meditation, and moments of calm in busy urban environments are a huge part of how they recharge. The brief was asking for something that could bridge those two things honestly.

My task was to connect the emotional warmth of the brand to something Gen Z would actually seek out and remember, not just scroll past.