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It's Official! Kraft Mac & Cheese is Approved for Breakfast

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Kraft removes 'dinner' from its iconic blue boxes for the first time in relatable campaign from VaynerMedia

It's Official! Kraft Mac & Cheese is Approved for Breakfast

These last few months have not been easy, and the struggle is real for parents with kids who are picky eaters. It’s hard to find a food that their kids will eat for breakfast, lunch and dinner – except for Kraft Mac & Cheese. In fact, 56% of parents have served their kids Mac & Cheese for breakfast more often during Covid-19 related state lockdowns than in previous months.*

It’s all about the small parenting wins these days and serving Kraft Mac & Cheese as part of a balanced breakfast is a sure-fire way to start the day off with a smile. Kids are full and far less cranky, while parents can peacefully work from home, teach, and do the millions of other tasks required of them. So for the first time, Kraft is replacing ‘dinner’ with ‘breakfast’ on their iconic blue box of macaroni & cheese because it’s acceptable to enjoy deliciously cheesy Kraft Mac & Cheese for breakfast – or any time of day.

“As a brand loved by the entire family, we’ve learned Kraft Mac & Cheese isn’t just for dinner,” says Kelsey Cooperstein of Kraft Heinz, “A Kraft Mac & Cheese breakfast is a win-win for families at a time when they need all the wins they can get.”

Starting today through August 7th, Kraft is giving away a limited-edition Kraft Mac & Cheese ‘Breakfast Box.’ Each box includes a placemat for kids to colour while the mac & cheese is being prepared, a magnet with breakfast topping suggestions, like crumbled sausage, bacon or scrambled eggs, a mug for serving and – of course – the original Kraft Mac & Cheese with special ‘Breakfast’ packaging.

To enter for a chance to win a breakfast box, simply use #KMCforBreakfast and #Sweepstakes on Twitter and a reply will be automatically sent with a direct link to see if you are a winner, or you can enter for the chance to win at the microsite here. And, because breakfast is important to everyone, Kraft Mac & Cheese will donate 10 boxes to Feed the Children, a leading global hunger relief organisation, for every #KMCforBreakfast on Twitter up to one million boxes.

Show us your Kraft Mac & Cheese for breakfast using on Twitter @kraftmacncheese, Instagram @Kraft_MacandCheese, and Facebook @KraftMacaroniandCheese. Watch for limited edition Kraft Mac & Cheese boxes with breakfast labels at select grocery stores next year.


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Agency: VaynerMedia

Client: Kraft Mac & Cheese, Kraft Heinz

Campaign: Kraft Mac & Cheese For Breakfast

Kraft Heinz 

Director of Corporate Affairs and Brand Comms - KHC: Lynne Galia

Marketing Director, KMC: Ashley Tople 

Brand Activations Lead, KMC: Maya McDonald 

Brand Manager, KMC: Kelsey Coopersmith 

Sr. Associate Brand Manager, KMC: Emily Violett

Social Media Manager, KMC: Alyssa Cicero 

Sr. Analyst, KMC: Clare Schafer


Executive Vice President: Nick Miaritis                                         

VP, Group Director: Ryan Martin 

Senior Account Executive: Whitney Swain 

Chief Creative Officer: Rob Lenois 

Executive Creative Director: Mike Pierantozzi 

Creative Director: Matt Herr 

Creative Director: Vince Lim 

Art Director: Jill Archibold  

Copywriter: Zach Schweikert 

Director Of Project Management: Raquel Carrasquillo

Project Manager: Areta Gjicali 

Chief Strategy Officer: Wanda Pogue

SVP Strategy: Jodi Coppernol 

VP Integrated Strategy: Georgine Ramamurthy 

Director of Brand Strategy: Rachel Thompson 

Senior Strategist: Catherine Adams 

Video Producer: Wheaton Simis

Agency Producer: Alex Lao                

Director of Business Affairs: Jaymie Lipman

Genres: Dialogue, Comedy, People

Categories: Food, Breakfast

VaynerMedia, Tue, 04 Aug 2020 14:24:37 GMT