Kraft Invents a Past That Never Existed for 'New-stalgic' Mac & Cheese Flavors CP+B's revisionist history

The brand's Garlic & Herb Alfredo in 1969

Here's a fun bit of false advertising from Crispin Porter + Bogusky for Kraft Mac & Cheese.

After 75 years, the brand is adding four new flavors: Garlic & Herb Alfredo, Buffalo Cheddar, Three Cheese Jalapeño and Cheesy Southwest Chipotle. The flavors were just invented, but Kraft wants them to feel like they've been around forever—as rich in history and nostalgic in feel as the original. So, it has invented a whole imagined history around them—one that never existed. "Even though it's new, it's nostalgic. It's new-stalgic," the agency explains.

Over at, you can scroll through a whole historical timeline of vintage photos, videos and ads dating back to 1938, showing milestones in the history of the four flavors. Seems they've been a fond part of everyone's life for decades, despite not actually being in anyone's life ever. As they say, never forget the times you can't remember.

The campaign extends to Pandora, where a radio station, New-stalgic Tunes, will play new covers of old hits, and of course to Facebook, where the brand is having fun updating past decades of its timeline.







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