Kraft removed all artificial flavors, dyes, and preservatives from their Mac & Cheese and replaced them with paprika, annatto, and turmeric.

We didn't tell anyone and consumers didn't notice.


Even Stephen Colbert didn't notice. The Late Show with Stephen Colbert devoted an opening monologue to the public response to Kraft Mac & Cheese's recipe change.


ECD: Adam Chasnow
CD:  D'Arcy O'Neill
CD:  Peter Knierim
ACD: Emily Salas
ACD: Tyler Gonerka
AD:  Dan Depew
CW:  Martha Murphy


"As long as it didn't turn them into an asshole, yeah sure, awards are good."
- Jeff Goodby

Cannes Lions – Bronze, Integrated
One Show – Gold, Integrated Branding/Integrated Online
One Show – Silver, Brand Transformation
One Show – Merit, Integrated Campaign