Kraft Wants You to ‘Send Noods’ to Your Loved Ones (But Definitely Not Nudes)

With campaign from Mischief, the brand cheekily offers to give away boxes of comfort food

The #SendNoods campaign features a film starring actress Vanessa Bayer, who reminds people to send noods––not nudes. Mischief
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If you’ve ever eaten a tub of ice cream in one sitting while ugly crying at a mediocre movie, or have reached for an indulgent midnight snack in a bid to calm your pandemic-shredded nerves, then you’ll be well familiar with the idea of comfort food.

To celebrate National Noodle Day (there truly is a day for everything) Kraft has launched a campaign encouraging people to gift comfort food to friends and family in these trying times––by sending them free packs of Mac & Cheese, from now until Oct. 9. They can do so by visiting www.enjoynoods.com, or by replying to @kraftmacncheese on Twitter.

Of course, the brand campaign message—”Send noods”—is likely to be confused with the “send nudes” request that has become synonymous (albeit sometimes ironically) with modern sexting.

To avoid any confusion between sending noods and sending nudes, the food giant wants to make extra sure that people get the message to send noodles only–not saucy nudes—to family members only.

Always a kind gesture to send noods

Hammering that important distinction home, an ad campaign from agency Mischief features a comedy spot starring actress and former “Saturday Night Live” cast member Vanessa Baye, who explains that while it’s great to “send noods” it’s definitely not great to send unwanted “nudes.”

“In these strange times, people are in need of extra comfort,” Baye tells the camera. “That’s why it’s always a nice gesture to send noods so they know you’re thinking of them. Noods, I mean. Not nudes.”

“We’re all seeking the comforts of home and traditions that bring us together, like sharing a box of Kraft Mac & Cheese,” said Martina Davis, brand manager for Kraft Mac & Cheese, “We want to give fans the opportunity to send and share the cheesiest noods with their friends and family.”

The campaign will also include out of home ads in Chicago and digital ads on social networks and dating sites.

It has been created by agency Mischief, the U.S arm of Canadian agency network No Fixed Address that was co-founded by former BBDO New York chief creative officer Greg Hahn in June.

In August, Kraft launched another timely campaign created by VaynerMedia. In a stunt aimed at giving tired parents a break it rebranded boxes of Mac & Cheese as being for breakfast, rather than dinner after research found parents—who are frazzled by home working and home schooling—have been serving Mac & Cheese for breakfast more often than ever over the course of the pandemic.

CREDITS:
Brand: Kraft Mac and Cheese
Director, Quick Prep Meals: Matt Carpenter
Brand manager: Martina Davis
Brand activations lead: Maya McDonald
Sr. associate brand manager: Emily Violett

Agency: Mischief @ No Fixed Address / No Fixed Address
Co-founder & CCO: Greg Hahn
President: Kerry McKibbin
ECD: Kevin Mulroy
ECD: Bianca Guimaraes
Copywriter: Travis Myers
Art director: Nina Hang
Jr art director: Nod McFall
NFA president: Jordan Doucette
Strategy: Jeff McCrory
VP content: Will Dempster
Business manager: Leila Chee
Digital platform lead: Annie Tung
VP, studio: John Silva
Producer: Paul Silva
Production: PlayTime Media
Director: Zach Math
Producer: Brian Etting
Offline: Arcade
Editor: Will Hasell
Assistant editor: Fernando Raigoza
Sr. producer: Kirsten Thon-Webb
Executive producer: Crissy DeSimone
Online: Timber
Flame artist: Brian Shneider
Flame assistant: Alice Cen
Sr. producer: Kirsten Thon-Webb
Executive producer: Crissy DeSimone
Telecine: The Mill
Colorist: Josh Bohoskey
Producer: Evan Bauer
Executive producer: Fawn Fletcher
Mix: Lime
Mixer: Loren Silber
Executive producer: Susie Boyajan
Public Relations: Alison Brod Marketing + Communications
Senior vice president: Brooke Scher Mogan
Vice president: Adrianna Lauricella
Senior director: Francesca Salcedo
Account supervisor: Erika Berg


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@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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