CHALLENGE: We needed to make Kraft Singles synonymous with grilled cheese sandwiches.
SOLUTION: We backed away from any idea that a grilled cheese was a calcium-rich wonder-food and hammered home the notion that one made with Kraft Singles would make you happy. That made it a Happy Sandwich. We worked alongside several animators to create a bunch of short videos and get that point across.
TV
User Generated Content
(It was all the rage at the time)
