Reshape our shapes
Client: Kraft Mac & Cheese
Kraft cleaned up its recipe—removing synthetic colors, artificial flavors, and preservatives—but needed a way to make the change resonate with both parents and kids. The Reshape Our Shapes campaign did just that: for kids, it introduced a new wave of playful pasta shapes inspired by Star Wars, Monsters Inc., Teenage Mutant Ninja Turtles, and more. For parents, it delivered the reassurance of better ingredients. Together, it turned a simple bowl of mac & cheese into something healthier, more fun, and full of everyday adventure.
Meet our friends
PRESS
STAR WARS Experience
Limited-edition Boxes
Star Wars Mac & Cheese boxes turned packaging into play—each showing half of a character’s face. Consumers paired two together to complete Yoda, Darth Vader, R2-D2 or C-3PO, a collectible design that sparked aisle excitement and gave fans a reason to grab more than one.
The Darth Vader box even featured a commissioned original artwork—since no official illustration existed—making the collectible design truly one of a kind.
TMNT Experience
behind the scenes
When Kraft introduced Teenage Mutant Ninja Turtles–shaped Mac & Cheese, they needed a partner who could capture the turtles’ playful energy and nostalgic pull—and Vanilla Ice, forever tied to the franchise through his “Ninja Rap” anthem, was the natural choice.
Custom TMNT Mac & Cheese boxes were designed as props for the commercial and later sent out to fans. Each package arrived with a thank-you note from Vanilla Ice himself, turning the launch into a true collectible moment.
XBOX 360
The TMNT Mac & Cheese launch powered onto Xbox with Vanilla Ice, behind-the-scenes extras, Fruit Ninja Kinect gameplay, and the chance to score Xbox gift cards—all in one epic, interactive hub.
Digital Banners
To build excitement online, we created digital banners that tied directly into fan culture. One set counted down to the premiere of Star Wars: The Force Awakens, while another introduced our Teenage Mutant Ninja Turtles–shaped noodles—bringing a hit of “ninja power” to mealtime.
Monsters Inc. Experience
Digital presence
When Monsters Inc. macaroni hit the scene, we cranked up the fun online with a full suite of digital creative. From Facebook covers to animated banners and branded page takeovers, Sulley and Mike popped off the screen—meeting families where they scrolled and stealing the spotlight at dinnertime.
Cinema Poster
We couldn’t bring Kraft Mac & Cheese Monsters Inc. shapes to life without an epic movie-style poster—starring Sulley as the hero of mealtime and turning a simple box of noodles into a blockbuster moment.
Cinema Poster
We couldn’t bring Kraft Mac & Cheese Monsters Inc. shapes to life without an epic movie-style poster—starring Sulley as the hero of mealtime and turning a simple box of noodles into a blockbuster moment.
ONCE IN A WHILE we get to make someone's day extra cheesy
And ANNA KENDRICK posts about it
And ANNA KENDRICK posts about it
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