While traditional Kraft dinners are marketed to moms, Kraft’s Easy Mac was intended as a self directed snack for the 12-24 age group. Using music to connect with the audience, Kraft Foods joined forces with the Vans Warped Tour to create a true 360 degree marketing campaign around their Easy Mac product launch.
Kraft inserted 450,000 music CD samplers, which showcased the summer’s top Warped Tour Artists, into 12 packs of Easy Mac. Ultimately, this promotion gave these up-and-coming bands massive pre-tour national exposure & presence in major retailers, like Costco, throughout the US.
Bringing the program to life onsite, the Easy Mac Snack Shack was born. Composed of a simple bank of microwaves, the brand was able to whip up fresh samples for consumers all day long. Fans could enjoy their Easy Mac in the shade, grab promotional items and catch signings with their favorite artists.
Bringing the campaign full circle, Kraft conducted a national sweepstakes where one lucky fan could win a private "Warped In Your Backyard" brought to you by Easy Mac N'Cheese.