Recapturing Americans’ hearts
Kraft Macaroni & Cheese has served up smiles since 1937, but over time its product line had become fragmented. Private label brands had co-opted many of Kraft’s visual equities, such as its blue and yellow packaging, resulting in a loss of market share. Kraft asked Landor to streamline its portfolio and differentiate it from competitors.
Still the cheesiest
Kraft Macaroni & Cheese’s brand promise focuses on bringing smiles to people’s faces—consumer research proved that the brand owned equities around happiness, smiles, and joy. Consumers also believed that only Kraft Macaroni & Cheese had a “distinct cheesy flavor.”
Landor realized that by bringing these equities to life on-pack and creating a distinct, ownable graphic lockup between Kraft and Macaroni & Cheese, we could strengthen the brand, allowing it to contend more effectively with private label brands and other competitors.
The one, the only
Focusing on the Kraft-owned equities of happiness, smiles, and joy, and aware of the importance of the Kraft name on the label, we created the new Kraft Macaroni & Cheese logo. A bright blue circle strengthens Kraft’s claims on its core colors and a circular holding shape was introduced to lock up the logo—all supported by a noodle-smile.
Streamlining the brand portfolio
As Kraft Macaroni & Cheese grew over the years, new products had become brands in and of themselves. This created a fragmented product line and inefficient use of marketing resources. We restructured Kraft Macaroni & Cheese’s brand architecture to unify its portfolio and optimize marketing spend.
Sales of Kraft single-serve Macaroni & Cheese cups and Homestyle dinners increased after becoming a part of the master brand.
Making America smile
Kraft Macaroni & Cheese launched an integrated marketing campaign around Landor’s noodle smile. The noodle-smile was used by other agency partners in all marketing applications, including a larger-than-life, experiential noodle-smile that consumers could interact with.
Landor’s work helped Kraft Macaroni & Cheese increase gross revenue by 3.8 percent, sales dollars by 9 percent (versus the previous 52 weeks), and overall market share by 0.4 points.