Can Kraft Macaroni & Cheese Market Itself As Healthful?

That's a core question behind new TV and digital ads from Crispin Porter + Bogusky that tout the brand's protein quotient ("nine grams of protein per serving"), albeit with the same playful tone of its longstanding "You Know You Love It" campaign.

It's not a heavy sell, as only some ads this year will play up protein. Indeed, of three TV spots rolling out this month, just one, "Pots Galore," which features a young couple and breaks next week, employs that strategy.

But, of course, competitors like Annie's play up their ingredients in a bid to appeal to health-conscious parents, so why shouldn't Kraft?

The new direction, which Kraft unveiled first to Adweek, stems from the misgivings of millennial parents, who don't think their children are eating enough protein, said Sara Braun, a senior marketing director on Kraft Macaroni & Cheese....