Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Few stomachs in America are unacquainted with Kraft Macaroni & Cheese. The affordable dinner in a box has been feeding everyone from starving students to delighted kids since 1937. But sometimes everybody knowing you means everybody taking you for granted. “We had a campaign that we had been running for 10 years and a package that basically hadn’t changed for 15 or 20,” recalls Chris Kempczinski, svp, marketing. “The brand was due for a makeover.”
Kempczinski made sure it wasn’t just any makeover.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in