Snapchat and Kraft Macaroni & Cheese partnered to create a playful Lens to take Snapchatters back to their childhood, getting a 13% lift in purchase intent for the food brand, reaching 20 million people.
Case study summary
• Food brand aims to create ‘nostalgic’ Snapchat campaign
• Gamified element encourages repeat views and shares
• Reached nearly 20 million Snapchatters
• 84% of those who remembered the Lens enjoyed it
The challenge
After performing the world’s largest “blind taste test” (50 million boxes sold), Kraft was ready to share the news that they removed artificial flavors, preservatives, and dyes from Blue Boxes of Kraft Mac & Cheese.
The solution
To kick off their “It’s changed. But it hasn’t.” campaign, Kraft partnered with Snapchat to create an interactive Sponsored Lens. Once unlocked, Snapchatters could virtually catch cheesy macaroni with their mouths, scoring points for every successful mouthful of Kraft Mac & Cheese.
The campaign had a built in accessible, game-like element to the Lens, incentivizing Snapchatters to frequently send and receive Snaps using the Lens.
The results
In 24 hours, the Kraft Macaroni & Cheese Lens reached nearly 20 million Snapchatters, and 84% of those who remembered the Lens enjoyed it.
Further, Snapchatters spent an average of 20 seconds playing with the Lens — a testament to the timeless and playful personality of the Blue Box, which can make anyone feel like a kid again.
Snapchat and Kraft Macaroni & Cheese partnered to create a playful Lens to take Snapchatters back to their childhood. Say cheese!
Aimed to drive Snapchatters to invoke nostalgia for longtime Kraft Mac & Cheese fans, while drawing in new customers.
Jessica Gilbertson, Associate Director – Marketing, Macaroni & Cheese at the Kraft Heinz Company:, said: “When it came time to announce our recipe change, we wanted to be front in center so our consumer base was aware of the improvements. With its 100M+ daily active users, Snapchat was an ideal platform to engage our fans and capture their attention in a fun, playful way."
