Mac & Cheese for Breakfast? Kraft Rebrands Dinner Staple to Give Tired Parents a Break

Based on the brand's research, VaynerMedia stunt makes sense

Image of Kraft Mac & Cheese
According to Kraft, since lockdown parents have been feeding their kids Mac & Cheese for breakfast. VaynerMedia / Kraft

It’s a familiar scene: 7 a.m. on a Tuesday and the laundry neglected from over the weekend is piled high. A bowl of cereal remains sadly untouched on the breakfast table while your fussy eater kid rolls around on the floor, screaming and throwing a tantrum. There’s a Zoom presentation at 8 a.m., and five others before the end of the day that you’ll somehow fit in between homeschooling. And you’re exhausted already.

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