


Comfort on Demand

D&AD Brief 2024
​
Young people are turning to their favorite TV shows for predictable comfort. If Gen Z craves reliability,
Kraft Mac & Cheese being the same every time is Comfort On Demand.
CASE STUDY
POP-UP STORE



VHS COLLECTION
We'll sell limited edition VHS (Verified Homey Shows) boxes.
Inside of each will be a comfort meal with specially shaped noodles from the show.


Listen to me horribly
sing the manifesto
ROKU CITY

DIGITAL STORE

ACTIVATION
At AMC dine-in theaters nationwide, we'll invite guests to kick back, relax, and eat Kraft Mac & Cheese as they watch episodes of their favorite comfort show.


Copywriter: Paris Cipollone Art Director: Jess Riporti
Strategist: Sarah Newman & Nick Martinez Experience Designer: Hannah Boyd