How Kraft Macaroni & Cheese Reinvented Their Brand

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For almost 30 years, Kraft Macaroni & Cheese was marketed as a children's food. However, children do grow up and become adults who still enjoy Macaroni & Cheese, but they don't want anyone to know about it, because it's "kid's food". In order to change this misguided image, Kraft embarked on a new rebranding campaign to market Kraft Macaroni & Cheese as America's Favorite Family Food.

In this webinar, Noelle O'Mara, Sr. Brand Manager, Kraft Foods Inc. will take us through the journey of rebranding an American iconic food for everyone in the family to enjoy through an integrated campaign with TV, print, billboards, online and social media. This story, originally shared at the ANA Integrated Marketing Members Only Conference presented by Microsoft Advertising in Chicago, IL, in November 2011, was one of ANA's all-time highest rated sessions.

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Start: Wednesday, February 29, 2012 at 1:00pm

End: Wednesday, February 29, 2012 at 2:00pm



Noelle O'Mara
Sr. Brand Manager
Kraft Foods North America