CPG, Food: Kraft Macaroni & Cheese SVP Chris Kempczinski

The mac & cheese makeover mastermind

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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.

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