Client:
Kraft Mac and Cheese
D&AD 2025

The Brief:
Create an authentic, community-driven experience that positions Kraft Mac & Cheese “Big” Cups as the ultimate gaming snack, one that beats chips on convenience, nostalgia, and comfort without losing its playful brand spirit.

The Insight:
In gaming, dying isn’t the problem, waiting is. 

The Idea:
we turned that dead time into snack time.

The Execution:
A custom Twitch extension detects when a streamer’s out of play, and if the timer’s long enough, it prompts them to make a Kraft Mac & Cheese Big Cup.

Credits:
Art Direction & Concept: Madeleine Sjölinder
Copy & Concept: Lydia Jakl