THE ASK

With the goal of creating an act not ad, Kraft Mac & Cheese wanted to increase cultural relevance and resonance with Latine Gen Z college students who have left the comforts of home to pursue their dreams.

THE SOLUTION | DORM-BUELA

Like a good bowl of Kraft Mac & Cheese, our Dorm-Buela brings comfort and a little spice to the dorm room. Going back to school and moving onto campus, we launched a series of social videos that put a Latine twist on comfort food while sharing chisme and advice with students.

THE PLAN

Our abuela had to deliver on Latine comfort; so we collaborated with Salty Cocina (Ana Regalado) who’s known for creating delicious and easy meals at home while being a mother of seven and abuela to five grandkids. To make an impact with students, we partnered with Florida International University, a Hispanic-Serving Institution (HSI), known for its diverse and dynamic student body. With those pieces in place it was time to move into the dorms during Parent Weekend and get cooking!

RECIPES

Recipes scaled from being a meal for one, something shareable with friends, to a quick snack for when you’re tight on time. All sharing the ability to be made in the microwave and enhanced by simple add-ons that remind you of your abuela’s cooking. As a final takeaway, we distributed free Kraft Mac & Cheese along with recipe cards and grocery list to inspire students on campus to get krafty.

ACD ART | Priscilla Karamzadeh
TEAM | Rebecca Williams (GCD), Diego Saenz (CD), Michelle Marquez (ACD/CW)