[ WELCOME BACK TO MAC ]
[ THE PROBLEM ]
As we “grow up,” we stop eating boxed mac and cheese (or at least admit to eating it) because it feels like a lazy, childish meal.
[ THE SOLUTION ]
Let’s celebrate the wonderful contradiction of Annie’s boxed mac and cheese being perfectly acceptable for adults. We’re normalizing eating Annie’s at any age but welcoming adults back to the mac they loved as children.
BRAND REFRESH
The way adults see Annie’s is already different from how they see other boxed mac brands. So we’re giving it a fresh brand identity to match its elevated taste and reintroduce it to adults’ palates.
The
The way adults see Annie’s is already different from how they see other boxed mac brands. So we’re giving it a fresh brand identity to match its elevated taste and reintroduce it to adults’ palates.
The
The
A WHOLE NEW MAC VIBE
With bold, vibrant print ads and a little bit of “vibe-vertising,” we want to show the world that Annie’s has grown up with those who are still eating it — and can feel better doing so.
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MAC + CHARCUTERIE
Cheese is wine’s best friend, so we’re putting it all together in physical spaces. Placed outside of wine bars, Annie’s is getting more adultified with mobile mac and cheese
charcuterie displays, ready to be received by wine coated palates.
The
Placed outside of wine bars, Annie’s is getting more adultified with mobile mac and cheese charcuterie displays, ready to be received by wine coated palates.
The
BOXED MAC + BOXED WINE
Mac and cheese from a box is now as acceptable as wine from a box.
So we’re putting them together so adults can have the ultimate grown up pairing that doesn’t take itself so seriously.
The
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MONTHLY MAC PACK
Adults are signing up for monthly food and wine subscriptions, so who doesn’t want a monthly mac and wine service?
With either a mix n’ match mac selection, or an Annie’s assortment of their choosing, adults who sign up will receive an exclusive line of our new mac accoutrements and flavor enhancers with their monthly mac pack.
The
monthly mac and wine service?
With either a mix n’ match mac selection, or an Annie’s assortment of their choosing, adults who sign up will receive an exclusive line of our new mac accoutrements and flavor enhancers with their monthly mac pack.
The
CREDITS
HAYLEY LYONS // writer
ME // art director