Kraft Heinz Co. Launches New Creative Platform for Kraft Mac & Cheese

In a bold and exciting move, Kraft Heinz Co. has launched a new creative platform for its iconic Kraft Mac & Cheese brand, aptly titled "Best Thing Ever." The campaign aims to solidify the brand's esteemed place in American culture and showcases the timeless appeal of Kraft Mac & Cheese, which has been a staple in households for almost 90 years. This initiative not only reinforces the brand's commitment to deliciousness and affordability but also celebrates its integral role in the lives of countless Americans across generations.

Kraft Mac & Cheese is a phenomenon that sells an impressive one million blue boxes each day, marking its significant presence throughout various life stages—from childhood snacks to adult comfort food. The "Best Thing Ever" campaign features comedian and actor John Mulaney as the voice of the brand, bringing a humorous and relatable touch to the advertisements. The campaign will include over 70 distinct assets at its launch, with hundreds more customized executions expected to roll out in the following year.

Cheryl Barbee, Communications Director for Kraft Mac & Cheese, expressed the campaign's intent: "We wanted to lean into our cultural status and create a platform that not only reinforces our brand promise of deliciousness, ease, and affordability, but also makes our fans feel seen." The ads will humorously compare Kraft Mac & Cheese to various aspects of life, illustrating that nothing can top a comforting bowl of the beloved dish.

To kick off the "Best Thing Ever" campaign in style, Kraft Mac & Cheese is transforming Black Friday into "Mac Friday." In a unique promotional twist, the company will offer a special "Mac Friday" box, which is designed to resemble a flatscreen television yet contains 65 boxes of Kraft Mac & Cheese. Priced at $19.37—a nod to the year the brand was founded—these boxes will be available exclusively at Walmart.com while supplies last. This promotion not only capitalizes on the shopping frenzy of Black Friday but also emphasizes the idea that even the most sought-after deals cannot compare to the pleasure of enjoying Kraft Mac & Cheese.

The "Best Thing Ever" campaign will be prominently featured across various media platforms, including traditional TV, Connected TV, YouTube, and social media channels. This extensive media investment is set to establish Kraft Mac & Cheese as a leading contender in the hearts of consumers, reinforcing its reputation as a beloved comfort food.

As the campaign rolls out, Kraft Heinz Co. has signaled that the "Best Thing Ever" platform is just the beginning. Future initiatives are already in the pipeline for 2026 and beyond, promising to expand the brand's reach and engagement with consumers. Kraft Heinz remains committed to driving transformation within its portfolio, continuing to prioritize consumer needs and cultural relevance across its products.

With the launch of "Best Thing Ever," Kraft Mac & Cheese is not just celebrating its past; it is positioning itself for the future in a competitive food landscape. The combination of a nostalgic brand legacy, a humorous and relatable campaign, and innovative promotions like "Mac Friday" sets the stage for Kraft Mac & Cheese to continue its reign as America's comfort food of choice. As the company embarks on this new chapter, it reaffirms its dedication to making life delicious for consumers everywhere.