Problem:
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Kraft Mac and Cheese sales have declined among young people because they are turning to alternative sources for comfort.
Ask:
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Realign Kraft Mac and Cheese with comfort for Gen Z and millennials.
Methodology:
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We did 1:1 interviews with Gen Z and millennials and talked to them about why they are not buying Kraft Mac and Cheese for comfort. We also did social listening, and secondary research to further understand where younger generations are turning for comfort.
Findings:
We found that 80% of Gen Z and Millennials are stressed and turning to self-care for comfort. They view self-care as an investment in their mental health and are spending more money on self-care than previous generations. Gen Z, in particular, views self-care as their primary method for maintaining their mental well-being.
Insight:
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Self-care is a comforting escape from everyday stresses.
Opportunity:
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Position Kraft Mac and Cheese as a
self-care ritual.
Strategy: ​
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Self-care is more than skin deep.
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Campaign: Kraft Self Care
Case study video
Kraft Self Kare Kits
Self Kare Kit instructions
Social content and beauty aisle placement
My Role:
Audience Research
Creative Brief
Desk Research
Social Listening