Mice Sniff Out KRAFT's NotCheese Slices in Mouse Maze Championship

Last July, The Kraft Heinz Not Company announced the launch of KRAFT NotCheese Slices, a plant-based slice that looks, feels, and tastes like its animal-based counterpart. The creamy texture and dairy-like meltability will make it hard to believe these slices are made with plant-based ingredients. Available in three delicious varieties - American, Cheddar, and Provolone - the slices deliver against the taste, texture, and flavour that consumers want.

In their inaugural creative campaign titled 'Mouse Maze,' KRAFT NotCheese Slices is crowning the 'American Slice Mouse Champion.' Follow cheese experts Thorn, Ghost, Becky and Carlos Javier as they make their way through the mouse maze in a competitive effort to reach the moment of 'Cheesy Truth,' where they will have to choose between traditional cheese or the mouth-watering plant-based KRAFT NotCheese Slices. Spoiler alert: they go for KRAFT NotCheese Slices.

The spot sees the mice overcome a series of specially designed obstacles that stand in the way of the contestants' love for all things cheese. In the end, two mice were eliminated from the competition, while the other two chose KRAFT NotCheese Slices for their victory prize. 

"As part of our ongoing partnership with The Kraft Heinz Not Company joint venture, we developed the NotAnotherTest creative. The creative includes a series of tests where we use unexpected experts to put our products to the ultimate taste test. For KRAFT NotCheese Slices, we could have done the usual taste test with people who love cheese, but instead we tapped a group that was a little more unexpected... mice. With four times the power of smell than humans, there's no species who knows cheese better. We then combined the classic taste test with an obstacle course inspired by YouTube mouse maze videos and crowned the American Slice Mouse Champion," says Dean Paradise, executive creative director for GUT Miami.