KD Mac & Cheese is attempting to reach “Zillennials” through social media.
“So Satisfying” is the latest campaign from KD Mac & Cheese, which features a new series of social spots that mimic TikTok trends. The ads are aimed at a cohort that ranges from younger Gen Zers to older millennials. They also draw inspiration from “sludge content” and ASMR videos.
“The ‘So Satisfying’ campaign is all about meeting Zillennials where they are and engaging with them in a way that feels natural,” said Brooke Morrison, senior brand manager for KD. “We know our audience prioritizes authenticity and entertainment value in their content.”
The first series of spots draws inspiration from podcast clips regularly featured on TikTok. The fictional audio snippets are entitled “Call Her Cheesy,” “The Secret” and “All You Need.” Three additional spots – “Cheesy,” “Convenience” and “Satisfaction” – focus on spoofing ASMR content.
“Sludge content and ASMR videos create both physical and emotional satisfaction, just like the brands’ cups. And, with both delivered in a ‘snack size’ format, the marriage of the two was a perfect creative fit,” said Victoria Lee, brand manager for Kraft Mac & Cheese, based in Chicago. “Here, we’ve created a campaign that not only highlights the irresistible appeal of our mac & cheese cups but also demonstrates our commitment to meeting our audience where they are.”
The KD spots were shot in both English and French to reach Canadian audiences, and the campaign will live on TikTok, Instagram, Snapchat, MIQ, mPlus and YouTube. Creative was taken care of by Toronto agency Rethink.
