Digging deeper into a transition from a family-focused convenience meal to an adult-fixated lifestyle solution, Kraft Mac & Cheese is wishing consumers a “Happy No Year.”
The ad seeks to appeal to consumers who are burned out on deadlines, resolutions and other hassles of their lives, and anxious to treat themselves to small rewards.
“It’s okay to say ‘no’ to the party you don’t want to go to. It’s okay to say ‘no’ to one more project, or one more to-do. It’s okay to say no! So this year, we’re hoping people reclaim the word in the name of their own comfort,” said Jeph Burton, group creative director of ad agency Johannes Leonardo, which led the campaign for the Kraft Heinz-owned brand.