Brand Positioning

Overview

My team at Upshot developed a national program that balances the natural and organic quality of Back to Nature Macaroni & Cheese with a little family fun, giving moms and dads piece of mind that they’re serving a healthy meal that their kids will love. We brought the brand initiative to life digitally and in-store  in ways that also inspire play.



Shopper Activations

The first step to inspiring play? Get everyone outside. So, Back to Nature Macaroni & Cheese sponsored National Get Outdoors Day and tapped family-focused bloggers to inspire their readers with active outdoor fun. The sponsored blog posts also shared inside activities using the product’s fun shapes—like sorting games, scrapbooks and treasure maps. And, of course, the best reward for a hard day’s play is Back to Nature Macaroni & Cheese.

Building awareness with young parents meant connecting with them in places they spend a lot of time, whether it be at home, online or in-store. Enter a Zulily partnership. Their shoppers received a surprise in their orders—a full-sized sample of Back to Nature Macaroni & Cheese with coupons for future purchases.


Social Content

We launched the brand’s Facebook page, targeting parents with boosted posts that inspired them (and their kids) to have some imaginative fun. We wanted to create thumb-stopping imagery with whimsical settings that related to the fun macaroni shapes found in each box.

Skills

Art Direction, Photography, Social Content, Strategy

Client

Kraft Foods // Back to Nature