CP+B Reminds You That Kraft Mac & Cheese Contains Protein

By Erik Oster 

CP+B reminds viewers that Kraft Mac & Cheese contains protein (like most food items involving dairy products) in a new 30-second spot for the brand, part of its ongoing “You know you love it” campaign.

The spot, entitled “Pots Galore” opens on a mother arriving home and asking, “Did you make Kraft Mac & Cheese for the kids? Did you cook some protein to go with it?” To this, the dad replies that it has nine grams of protein per serving, although the mom has a few questions about his cooking techniques. While the spot attempts to retain the humorous tone of the “You know you love it” campaign, the protein line feels a little forced, and we have a hard time believing anyone is going to purchase this product for its nutritional benefits.

Sara Braun, senior marketing director on Kraft Macaroni & Cheese, explained to Adweek that the approach was about addressing millenial parents who fear their kids aren’t getting enough protein. “It’s about making sure that these parents have the nutritional reassurance they need to feel better about serving Kraft Mac and Cheese,” she told the publication.

Domenico Vitale, founder of People Ideas & Culture, questioned the approached, however, telling Adweek, “The comfort food angle of Kraft has always been very powerful for them. I don’t think they can become what they’re not.”

Two other spots rolling out this month stick more to the brand’s traditional approach, playing for laughs while emphasizing the comfort food angle. One of these, “Young At Heart,” stars Estelle Harris (best known for playing George Costanza’s mother on Seinfeld) as a grandmother who sits at the children’s table at a family event so she can eat Kraft Mac & Cheese. The more straightforwardly comic approach is a much more natural fit for the brand, emphasizing it strengths rather than starting a conversation it may not be ready for.

Credits:

FORMAL CLIENT NAME: Kraft Macaroni & Cheese

CAMPAIGN TITLE: You Know You Love It

EXECUTION TITLE: Young At Heart, Airplane Detour, Pots Galore

AGENCY: CP+B

CHIEF CREATIVE OFFICER: Ralph Watson

VP EXECUTIVE CREATIVE DIRECTOR: Adam Chasnow

ART DIRECTOR (Young at Heart): Jerome Marucci, Tyler Gonerka

WRITER (Young at Heart): Steve McElligott, Emily Salas

ART DIRECTOR (Airplane Detour): Tyler Gonerka

WRITER (Airplane Detour): Peter Knierem, Emily Salas

ART DIRECTOR (Pots Galore): Tyler Gonerka

WRITER (Pots Galore): Emily Salas

VP DIRECTOR OF VIDEO PRODUCTION: Kate Hildebrant

EXECUTIVE VIDEO PRODUCER: Deb Drumm

INTEGRATED PRODUCER: Jamie Slade

  1. INTEGRATED PRODUCER: Addison Born

PRODUCTION COMPANY & CITY: Hungry Man, Los Angeles, CA

DIRECTOR: Hank Perlman

DIRECTOR OF PHOTOGRAPHY: John Lindley

LINE PRODUCER (PRODUCTION CO): Caleb Dewart

EXECUTIVE PRODUCER (PRODUCTION CO): Kevin Byrne

EDITORIAL COMPANY & CITY: The Now Corporation, New York, NY

EDITOR(s): Owen Plotkin

ASSISTANT EDITOR: Renn Cheadle

EDITORIAL EXECUTIVE PRODUCER: Nancy Finn

POST PRODUCTION COMPANY & CITY: Method, Santa Monica, CA

LEAD COMPOSITOR(s): Kelly Bumgarner

EXECUTIVE PRODUCER: Robert Owens

POST PRODUCER: Paula Jimenez

GRAPHICS / ANIMATION COMPANY & CITY: Method, Santa Monica, CA

MIX COMPANY & CITY: Lime Studios

AUDIO ENGINEER: Mark Meyerhaus, Matt Miller

MUSIC COMPANY & CITY: JSM Music, Inc, New York, NY

EXECUTIVE MUSIC PRODUCER: Joel Simon

EXECUTIVE MUSIC PRODUCER (AGENCY): JSM Music, Inc, New York, NY

MUSIC COMPOSER (Young at Heart): Joel Simon, Koki Saito

TELECINE COMPANY & CITY: CO3 LA

COLORIST: Siggy Ferstl

VP GROUP ACCOUNT DIRECTOR: Kate Frazier

ACCOUNT DIRECTORS: Kevin Sypal

CONTENT SUPERVISOR: Kelly Olech

CONTENT MANAGER: Mary Coffed

GROUP DIRECTOR, PLANNING: Kaylin Goldstein

BUSINESS AFFAIRS: Lisa Gillies

TRAFFIC MANAGER: Tito Texidor

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