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.

Wouldn’t life just be easier if you just fed your kids what they actually want to eat?

According to research commissioned by Kraft, parents—who, let’s face it, are probably more than frazzled by now—have been serving its Mac & Cheese for breakfast more often than ever over the course of the pandemic. Over half of those surveyed—56%—said they’d been serving up the cheesy pasta as the first meal of the day more often than before the Covid-19 crisis began.

For the first time, the brand has replaced the word “dinner” with “breakfast” on its packaging, for a short time only, as part of a tongue-in-cheek campaign to encourage people that it’s acceptable to eat Mac & Cheese any time of day (as part of a balanced and healthy diet, of course).

The boxes come with a placemat for kids to color, a mug, a magnet and breakfast topping suggestions, including crumbled sausage and scrambled eggs.

From now until Aug. 7, Kraft is giving away the limited edition “Breakfast Boxes” to customers who share the #KMCforBreakfast and #Sweepstakes hashtags on Twitter. The brand will donate 10 boxes to global hunger relief organization Feed the Children for every #KMCforBreakfast shared on Twitter, up to 1 million boxes.

“As a brand loved by the entire family, we’ve learned Kraft Mac & Cheese isn’t just for dinner,” said Kelsey Cooperstein, brand manager at Kraft Heinz. “A Kraft Mac & Cheese breakfast is a win-win for families at a time when they need all the wins they can get.”

CREDITS: 

VaynerMedia
Executive Vice President: Nick Miaritis
VP, Group Director: Ryan Martin
Senior Account Executive: Whitney Swain

Chief Creative Officer: Rob Lenois
Executive Creative Director: Mike Pierantozzi
Creative Director: Matt Herr
Creative Director: Vince Lim
Art Director: Jill Archibold
Copywriter: Zach Schweikert
Director of Project Management: Raquel Carrasquillo
Project Manager: Areta Gjicali

Chief Strategy Officer: Wanda Pogue
SVP Strategy: Jodi Coppernol
VP Integrated Strategy: Georgine Ramamurthy
Director of Brand Strategy: Rachel Thompson
Senior Strategist: Catherine Adams
Video Producer: Wheaton Simis
Agency Producer: Alex Lao
Director of Business Affairs: Jaymie Lipman

Kraft Heinz
Director of Corporate Affairs and Brand Comms: Lynne Galia
Marketing Director: Ashley Tople
Brand Activations Lead: Maya McDonald
Brand Manager: Kelsey Coopersmith
Sr. Associate Brand Manager: Emily Violett
Social Media Manager: Alyssa Cicero
Sr. Analyst: Clare Schafer


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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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