Kraft Mac & Cheese "Big Cup" Rebrand
Kraft Mac & Cheese is an iconic comfort food — but it's often thought of as something just for kids. Kraft challenged us to help shift that perception and reintroduce their new "Big Cup" as the ultimate, satisfying snack for everyone — especially gamers.
With more Americans gaming than ever, Kraft saw a golden opportunity. Gamers need quick, hearty, one-handed snacks that don't pull them away from their screens — and Big Cup is ready in just 3.5 minutes.
Our mission? Create an authentic, buzz-worthy experience that embeds Kraft Mac & Cheese Big Cup into gaming culture.
(and 54% of those Americans snacking while they play)
The Kraft Mac & Cheese Rage Quit Button
How It Works:
A stress-relief button that gamers can hit when they get frustrated in a game.
squishy design—safe for rage moments!
Plays randomized voice lines when pressed, such as:
"It’s okay… have some Mac & Cheese."
"Take a break. You deserve it."
"Never play on an empty stomach."
"Go on… you know you want to."
It doesn’t actually pause the game, but it’s a fun desk toy that reminds players to take a break and eat Kraft Mac & Cheese.
"Play With Your Food" Interactive Subway Poster
To connect with gamers in a playful way, we designed an interactive subway ad where people can physically pull stretchy macaroni noodles from the poster. It reimagines "playing with your food" for a grown-up audience, showing that Kraft Mac & Cheese Big Cup isn’t just nostalgic — it’s a bold, satisfying snack made for players of all kinds.
Kraft Mac & Cheese “Pleasure Break Lounge” (Pop-Up Edition)
A comfort-first lounge designed for gaming conventions, giving players a chance to relax, refuel, and indulge in Kraft Mac & Cheese. Featuring heated recliners, noise-canceling headphones, on-arm mac dispensers, a flavor-loaded Mac Bar, and a “Rage Quit Reset” zone for stress relief — this immersive pop-up ties Kraft Big Cup to gaming culture by turning snacking into a sensory, shareable experience.
