Kraft Mac & Cheese spent years developing a reformulated version of their iconic product with no artificial flavors or dyes. How do you launch it without freaking out mac & cheese loyalists who were convinced the all-natural ingredients would change the taste?
Say nothing. And let fans prove to themselves that the new version of Kraft Mac and Cheese with no artificial ingredients tastes exactly the same as always.
Kraft sold the new recipe for three months while staying silent about the ingredient changes. Nobody noticed. Then we announced we had pulled off the The World’s Largest Blind Taste Test. The campaign earned more than 1 billion impressions, increased sales significantly and won major awards, including Grand Prix at the Jay Chiat Awards for Strategic Excellence.
