SHOCKINGLY

DELICIOUS

We pushed Kraft Mac & Cheese back into cultural relevance by pushing people out of their comfort zones.

Kraft Mac & Cheese needed their brand image reheated. So we dropped a controversial new flavor: Apple Pie. And cast Jason Biggs, aka “America’s Pie Guy”, to star in the campaign. Together, we disrupted comfort food norms with ads designed to make Thanksgiving a little uncomfortable.

Jason Biggs in the 1999 classic American Pie where his famous on screen romance with an apple pie made its mark on a generation

We launched the idea across social and CTV, using our provocative flavor and humor to spark debate and trial. Jason Biggs leaned into innuendo and self-awareness, edging KMC out of its comfort zone – and back into cultural relevance.

Kraft Mac & Cheese Apple Pie was the most successful KMC campaign of 2025, with over 1.3 billion earned media impressions and 660 earned media placements, including 19 top tier outlets. The limited edition product sold out well before Thanksgiving – and boxes were even resold on eBay.

1.3+ Billion

Earned Media Impressions

660

Earned Media Placements

953K

Organic Views

930%

Engagement over social benchmark

100%

Positive / Neutral Sentiment

Featured on: