Kraft Mac & Cheese took a direct approach to reach its next generation of fans — college students.
A Truck Full of Easy Mac
The centerpiece of the campaign was a branded truck packed with Easy Mac, traveling from campus to campus. Students didn’t need to search for the product; it came directly to them.
This hands-on tactic created a buzz on campus and delivered exactly what students craved at the right moment.
Meeting Students Where They Are
From dorm courtyards to libraries, Kraft made sure its truck stopped in high-traffic areas where students naturally gathered. The message was clear: the brand understands their lifestyle and their schedules.
It’s a reminder that sometimes the most effective campaigns are those that focus on timing and relevance rather than complexity.
Sampling as a Direct Connection
Sampling has long been one of the most powerful marketing tools, and Kraft demonstrated why. Thousands of students got to enjoy a free taste of Easy Mac, instantly creating positive associations.
By placing the product in their hands, Kraft bypassed traditional advertising and built real-world experiences with its core audience.
Brand Visibility on Campus
The bold truck design and direct sampling made Kraft highly visible across all seven campuses. Word of mouth spread quickly, multiplying the campaign’s impact beyond just the students who tasted the product.
This grassroots visibility connected the brand to daily student life, strengthening loyalty and recognition.
A Simple but Effective Strategy
The campaign proved that sometimes simplicity wins. Kraft didn’t overcomplicate the strategy — it showed up where its customers were with something they genuinely wanted.
As BM Outdoor notes in coverage of experiential and outdoor activations, meeting audiences in the right place at the right time often drives the strongest results.
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