After a spike throughout the peak of the Covid-19 pandemic, frozen meals gross sales have remained elevated. Shorter cooking instances, ease of use and longer shelf life are all potential causes for this surge in recognition, but it surely doesn’t damage that lately customers can get lots of their favourite consolation meals within the frozen aisle.

Kraft Mac & Cheese Deluxe is marking its first-ever frozen meals choices through a marketing campaign created by company Johannes Leonardo. The model is rolling out single-serve Unique Cheddar and 4 Cheese choices through main retailers nationwide.

Three spots, directed by Ian Pons Jewell and Yukihiro Shoda, showcase a soothing state of affairs made higher with Kraft. One protagonist is proven hanging out with a doting grandmother, one other spends some high quality time with their cat, and a 3rd character relaxes on their sofa.

In every video, the hero enjoys a chew of Kraft Deluxe, however these easy comforts tackle exaggerated proportions. A number of loving grandmas make the protagonist really feel at dwelling, the cat grows in dimension in order that its purrs fill the condo, and the macaroni kinds right into a humanoid determine to hug the protagonist on a now-enormous sofa.

Getting comfortable with Kraft

“The brand new movies construct on what we began final 12 months with the ‘Assist Your self’ noodle transformations, however in a Deluxe method – frightening folks to take their consolation up a notch (or two!),” Victoria Lee, model supervisor at Kraft Mac & Cheese, mentioned in a press release.

The launch additionally contains the tongue-in-cheek launch of the Frozen (A)isle Sweater, styled in traditional Truthful Isle sweater design and supposed for a cold go to to the frozen meals aisle this summer time.

That is the newest launch in Kraft’s ongoing “Assist Your self” platform, which inspires customers to make the most of each alternative for consolation no matter how hectic life could seem.

“We wished to reward folks consolation in our adverts, from the music, typography, to personified consolation cues,” mentioned Anna Cevallos, artistic at Johannes Leonardo.