Problem: Process cheese sales are down and Kraft Singles needs to gain brand awareness with first time mothers.
Key Insight: We found that motherhood is being glamorized, but we know the truth. Being a mother isn't always easy. Moms have to be ready for the surprises that life gives them. The little instances of love and laughter that upgrade the human experience. Just like our mothers, we wouldn't want it any other way. Nothing can take place of these defining moments, just like nothing can replace a Kraft Single.
If you are interested in viewing the whole campaign, you can scroll through below.
My team won first place with our Kraft Singles Campaign at The One Club Creative Boot Camp held in Chicago on March 22, 2017.