Mackie

Concept
Role: Art Director

Problem: Gen Z are troubled. Global events, financial insecurity and loneliness epidemic have them anxious and worried. They are described as “the most mentally unwell generation”. They’re yearning for the comforts of a time when they were free of the pressures and issues they face.

Insight: GenZ may view Kraft Dinner (Kraft Mac & Cheese) as kids food, but that nostalgia; that comfort is what they long for. A simpler time when personal connections and activities were more meaningful than scrolling through their phones.

Solution: To bring comfort, reignite a sense of nostalgia and strengthen the emotional connection with its audience, Kraft Dinner introduces Mackie: a keychain companion. Mackie reminds people that Kraft Dinner has always been there for them, just like their favorite childhood comforts. So when you need, a break, take one with Mackie.