Remember, way back when you were a kid, coming home from school to find your mother lovingly fixing you a hot, creamy bowl of Buffalo Cheddar Kraft Mac & Cheese? No? That’s probably because it never happened, because no such thing ever existed. But that’s not stopping Kraft from trying to make you feel nostalgic about its brand new products.
Excuse us — not nostalgic. New-stalgic.
After 75 years, the brand is adding four new flavors to its Mac & Cheese repitoire: Garlic & Herb Alfredo, Buffalo Cheddar, Three Cheese Jalapeño and Cheesy Southwest Chipotle. The accompanying campaign, created by Crispin Porter + Bogusky, re-writes history in an attempt to make customers feel all wistful, warm and fuzzy by conjuring up nonexistent memories of simpler times.
“Even though it’s new, it’s nostalgic. It’s new-stalgic,” the agency explains.
At the campaign’s website, new-stalgic.com, visitors can scroll through a timeline of historical photos, videos and ads dating all the way back to 1938, all featuring milestones in which the four new flavors were (totally not) involved. For instance, did you know that world champion athletes in the 1950’s, Astronauts in the 70’s, and high school jocks in the 80’s all managed to achieve greatness because they were fueled by Kraft’s spicy, cheesey goodness? Well, it’s (totally not) true!
The campaign extends to internet radio site Pandora, where the station New-stalgic Tunes plays new covers of old songs. Meanwhile, on Facebook, Kraft is busy filling its timeline with total fabrications like the ones below. Ah, the times you’ll never remember, with the Mac & Cheese you’ll never forget.