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How CP+B & Kraft Conducted the World's Largest Blind Taste Test

Crispin Porter + Bogusky Boulder, 6 months, 4 weeks ago

Brand quietly sells Kraft Macaroni & Cheese with no artificial flavors, preservatives or dyes

How CP+B & Kraft Conducted the World's Largest Blind Taste Test

You’d think changing the recipe of one of America’s most familiar and beloved foods, not telling anyone when you did it, and then selling over 50 million boxes would cause a stir. But based on what Kraft Mac & Cheese just did, you’d be wrong.

Last April, Kraft Heinz announced it would remove artificial flavors, preservatives and dyes from its iconic Blue Box, and did exactly that in December. The new recipe’s taste, texture and appearance are so similar that virtually no one noticed.

“As we considered changing the ingredients of our classic Blue Box, we did so knowing we had to maintain our iconic look, taste and texture,” says Greg Guidotti, vice president of meals at Kraft Heinz. “We’d invite Americans to try our new recipe, but they most likely already have.”

“It’s changed. But it hasn’t.” is the message of a major integrated marketing campaign launching today from CP+B. The effort features former Daily Show and Late, Late Show host Craig Kilborn who brings his signature style to unveil the world’s largest “blind taste test.” The results are in: moms, kids and even dogs tried the new recipe without detecting a difference.

Creative Agency

Chief Creative Officer: Ralph Watson

Creative Director: D'Arcy O'Neill

Copywriter: Emily Salas

Art Director: Tyler Gonerka

Executive Creative Director: Adam Chasnow

Account Director: Evan Russack, Kelly Olech

Head of TV / Production: Kate Hildebrant

Creative Agency: CP+B

Integrated Producer: Jamie Slade

Music and Sound

Executive Producer: Joel Simon

Sound Engineer: Mark Meyerhaus, Peter Lapinski

Sound Mix: Lime Studios


Edit Assistant: Jessica Dowling

Edit Company: The Now Corporation

Editor: Owen Plotkin

Executive Producer: Nancy Finn

Post Production / VFX

Colourist: Steve Mottershead

Compositor: Steve Mottershead, Ben Vaccaro

Executive Producer: John Skeffington

Post Production House: Art Jail

Producer: Adriana Wong

Production Company

Director: Hank Perlman

DOP: Eric Steelberg

Executive Producer: Mino Jarjoura, Nancy Hacohen

Line Producer: Caleb Dewart

Production Company: Hungry Man

Category: Conveniece , Food

Genre: Stunts