Kraft Mac & Cheese

Campaign Summary

In a crowded retail environment, most product launches compete for a split second of attention on a shelf full of options. Kraft needed a way to create a real, memorable trial moment for its new Limited Edition Soccer Shapes, and found it on the youth soccer field, where families were already gathered together for hours at a time during a summer full of play.

Kraft partnered with TeamSnap to bring its Limited Edition Soccer Shapes directly to families, activating in 12 markets coast to coast. Branded tournament activations put product directly in families' hands, turning fields into real trial events rather than another box on a crowded shelf.

Tournaments

Branded Tent

Sampling