The Bougie Collab

As the generations that love trying new things, whatever goes viral on TikTok, older Gen Zs and younger Millennials itch to participate in. This brand activation taps into the trend of luxury foods, announcing buzz-worthy news of Kraft Mac & Cheese’s brand revamp that social media-driven generations would go wild for: the departure of KMC and the bougie collab with the American ultra-posh health food store Erewhon.

Client: Kraft Mac & Cheese (D&AD New Blood)