Kraft Dinner Just Filled the Biggest Pot in the Universe with Cheesy Noodles

Some people eat their cheesy noodles with a spoon, some with a fork. Others eat it straight from the pot. Who’s judging? Not Kraft Dinner (KD), you do you. In fact, our favourite pot is up in space, The Big Dipper, but the problem is, it’s empty…and KD can’t have that.

Because the best thing that goes in an empty pot is cheesy KD, the brand is taking the world’s biggest pot - The Big Dipper - and turning it into – The Kraft Dipper. That’s right, the universe’s most delicious pot of KD. Partnering with a star registry, KD named 21 stars (you know because it’s 2021), after its iconic mac and cheese. The names? Milk 3.25, Elbow, Butter, Fork and Spoon, adding some much needed cheese to the Milky Way. 

Starting October 25th, KD-loving Canadians looking for some cheesy noodles can share a photo of their own empty pot using @KraftDinnerCA and #KraftDipper. In return, KD will fill lucky noodle lovers' pots with delicious KD.

“We know how much Canadians love to eat KD their own way, often straight from the pot. In fact, when many Canadians see an empty pot, they immediately crave a box of pure cheesy comfort. Knowing the Big Dipper is the biggest of all pots, we knew we had to fill it with goodness of KD,” says Ishani Patel, brand manager, brand building and innovation, Kraft Heinz Canada. "We’re always looking for clever and fun ways to engage and reward our fans, and turning the Big Dipper into the most delicious pot of KD in the universe, while filling Canadians’ empty pots, felt like the perfect synergy.”

The social-led campaign launches across Instagram and Twitter with a digital video and was developed by Kraft Heinz' Canadian Creative AOR, Rethink, who led creative. PR AOR Middle Child, formerly known as The Colony Project, led communications and Carat led media.