Kraft Mac & Cheese Wants You to 'Send Noods' to Friends and Family

Mischievous campaign from, well, Mischief

UPDATE 10/14: This campaign generated lots of attention, but perhaps not entirely as intended. On social, some users said Kraft Heinz "sexualized" the product and acted "predatory" toward kids. The company scrubbed its platforms of the work and issued a statement that read, in part: "The social promotion resulted in over 20,000 consumers across the country receiving boxes of America's favorite Kraft Mac and Cheese. We're always listening to our consumers and appreciate the feedback."

Original story below...


Happy National Noodle Day! Now, send us noods! But please, keep them tasteful.

Kraft Heinz has some fun with language in #SendNoods, a playful campaign from creative shop Mischief @ No Fixed Address that in no way encourages consumers to share naked pictures of themselves over the internet.

Rather, from now through Oct. 11, you can send a free box of Kraft Macaroni & Cheese—that noods, as in noodles—to someone special, a point made clear by former Saturday Night Live cast member Vanessa Bayer in the silly, tongue-twisty spot below.

#SendNoods

"As much as we all learned never to write puns in advertising, this actually came out of a real insight—in these uncomfortable times, people are reaching for more comfort food than ever," the agency says. "As we continue to find ways to stay connected, we thought it would be fun and mischievous to invite people to send noods, both solicited and unsolicited."

Along with the Bayer clip, the push includes billboards, ads on social networks and dating sites, influencer outreach and, appropriately enough, a Noodie magazine. (That pun was mine. I own it. Used the old noodle.)

CREDITS

Kraft Send Noods Credits

Brand: Kraft Mac and Cheese
Matt Carpenter: Director, Quick Prep Meals 
Martina Davis: Brand Manager
Maya McDonald: Brand Activations Lead
Emily Violett: Sr. Associate Brand Manager

Agency: Mischief @ No Fixed Address / No Fixed Address
CoFounder & CCO: Greg Hahn
President: Kerry McKibbin
ECD: Kevin Mulroy
ECD: Bianca Guimaraes
Copywriter: Travis Myers
Art Director: Nina Hang
Jr Art Director: Nod McFall 
NFA President: Jordan Doucette
Strategy: Jeff McCrory  
VP Content: Will Dempster
Business Manager: Leila Chee
Digital Platform Lead: Annie Tung 
VP, Studio: John Silva
Producer: Paul Silva

Production: PlayTime Media
Director: Zach Math
Producer: Brian Etting

Offline: Arcade
Editor: Will Hasell
Assistant Editor: Fernando Raigoza
Sr. Producer: Kirsten Thon-Webb
Executive Producer: Crissy DeSimone 

Online: Timber
Flame Artist: Brian Shneider
Flame Assistant: Alice Cen
Sr. Producer: Kirsten Thon-Webb
Executive Producer: Crissy DeSimone 

Telecine: The Mill
Colorist: Josh Bohoskey
Producer: Evan Bauer
Executive Producer: Fawn Fletcher

Mix: Lime
Mixer: Loren Silber
Executive Producer: Susie Boyajan

Public Relations: ALISON BROD MARKETING + COMMUNICATIONS
Senior Vice President: Brooke Scher Mogan
Vice President: Adrianna Lauricella
Senior Director: Francesca Salcedo
Account Supervisor: Erika Berg

David Gianatasio
David Gianatasio is senior editor at Clio Awards.

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