The Spot: Thick as Thieves

CP+B evolves its Kraft Mac & Cheese campaign with the pilfering parents and the knowing kids

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IDEA: After running the same Macaroni & Cheese ad campaign for a decade, Kraft shook things up in 2010, shifting the target from children to parents. "We needed to give adults a little more permission to be eating it," svp of marketing Chris Kempczinski told Adweek last fall. The solution, ironically, was a Crispin Porter + Bogusky campaign that focused even more on kids—exasperated ones who complain to the camera about Mom and Dad stealing Mac & Cheese right off their plates.

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