Client: Kraft
D&AD 2025

The Brief:
Create an authentic, community-driven experience that positions Kraft Mac & Cheese “Big Cups” as the ultimate convenient and satisfying snack for gamers, overcoming traditional snack habits and elevating KMC’s appeal beyond its “kid food” image.

The Problem:
In gaming, death isn’t the issue, it’s the downtime that follows. Meanwhile, gamers crave convenient, satisfying snacks that fit naturally into their gameplay without ruining the flow.

The Idea: 

Turn downtime into snack time.

Use the moments when streamers are out of play as the perfect window to introduce Kraft Mac & Cheese Big Cups. Hot, hearty, and ready in 3.5 minutes, as the ultimate gaming snack.

The Execution:
We created “A Meal to Die For”, a custom Twitch extension that detects when a streamer has died or entered a long respawn. When triggered, it encourages them to make a KMC Big Cup. While it cooks, a heat-activated code on the cup reveals exclusive Twitch rewards like emotes and overlays. 

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