Idea

In April 2015, Kraft announced they would be removing all artificial flavors, preservatives and dyes from their macaroni & cheese. While some people were ecstatic, lots of Kraft loyalists were worried that taking out the artificial stuff would change the iconic Kraft Mac & Cheese taste that Americans have loved for almost 80 years. We were asked how to convince these loyal fans that the new Kraft Mac & Cheese was still going to have the same taste. And our answer was not to tell them about it at all.

CP+B Group
CP+B Group

Execution

No amount of advertising could convince worried fans that their mac and cheese would taste the same. So, we decided to simply not advertise the change. Instead, Kraft packaged their new recipe in their original boxes, changing only the ingredient label. They began shipping these boxes to stores nationwide in November 2015. In December 2015, stores began selling the new recipe, unbeknownst to their employees or their customers. On March 7, 2016, we finally announced that we had successfully pulled off the World’s Largest Blind Taste Test, and that America’s silence had proven the new recipe tasted the same.