Kraft - Not Cooked, Microwaved
The Ask: Develop an experience that convinces gamers that the hand-held snack they’re craving can best be satisfied by Kraft Mac & Cheese “big” cup.
The Insight: Gamers don’t stop playing until they absolutely have to. Once they’re in the game, leaving isn’t an option. They only stop because of ragequit, death, or dinner. In these moments, gamers are simply cooked.
The Idea: Kraft Mac & Cheese isn’t cooked. It’s microwaved. With hidden boosters in Fortnite, partnerships with top Twitch streamers, and the ultimate Kraft-inspired gaming accessories, gamers get the chance to save themselves from getting cooked with Big Cups.
Roles
Laurie Vuong: Art Direction, Design
Avery Seibert: Art Direction, Copywriting
Year
2025
Activations
By partnering with Fortnite, Kraft hid microwave spots in-game where players gained power-ups for 3.5 minutes to avoid getting cooked.
Twitch streamers showed off what it’s like to get “microwaved” in their streams, revealing the hidden spots. Whenever gamers said “cooked” in their chats, moderators flipped it to say “microwaved.” With a set amount of “microwaved” comments, Kraft Big Cups were gifted to viewers.
