When the Green Bay "Cheesheads" drafted Tucker Kraft the fans called him "Yac & Cheese," and we spotted a once-in-a-lifetime chance only Kraft Mac & Cheese could touch. Using our shared name, we hijacked fantasy football’s biggest day of the year and gave fans a winning trade: draft Tucker Kraft to their fantasy team and they’d get a box of our Kraft Mac & Cheese for free. What started as a perfect cultural coincidence became a fan-driven moment that dominated fantasy football for weeks.