Kraft petitions McDonald's to add mac & cheese in Big Mac

Kraft Mac & Cheese is trying to make consumers' dreams come true by petitioning for McDonald's to include mac and cheese into its Big Mac. However, it does not plan to go at it alone because the brand has also launched a campaign titled "Where's The Mac?" appealing to consumers for their help.

"Let's give the world the biggest, mac-iest collab it's ever seen...with your help," the brand said on its microsite. Consumers can also tweet McDonald's to ask the QSR chain for "the world's greatest combo", as described by Kraft. By clicking on the "Ask Micky D's button", consumers will be able to tweet out a pre-draft tweet that reads: "Hi McDonald's, your mac and cheese results just came back negative. & that’s no good. #wheresthemac".

Netizens on Twitter were thrilled about the idea, with many showing support for the collaboration and using the hashtag #wheresthemac. One said: "If macaroni on a burger is wrong, I don't want to be right." while another said: "Naming it Big Mac and not putting mac in it…you guys (McDonald's) need to sort that out #wheresthemac."

Kraft is also making its case on its Twitter too, tweeting out: "Ok, hear me out, where's the mac in the Big Mac?" It's also asking fans to tweet it a photo of its "mac(aroni)-less Big Mac" along with #wheresthemac to score a free Kraft Mac & Cheese box.

https://twitter.com/kraftmacncheese/status/1580204324025929732

This is actually not the first time Kraft has tried to make this collaboration materialise. In 2020, it tweeted McDonald's saying: "You cool if we do our own Big Mac?" to which the QSR chain responded: "thank u for asking. brb calling our lawyers." Unfortunately, it was a no from the legal team.

https://twitter.com/McDonalds/status/1303728000899350528
https://twitter.com/McDonalds/status/1303730370618306562

According to Adweek, Kraft's latest campaign was done together with creative agency Johannes Leonardo, which also works with other Kraft Heinz brands including meat and cold cut producer Oscar Mayer. MARKETING-INTERACTIVE has reached out to Kraft Mac & Cheese for comment.

In June this year, Kraft Mac & Cheese unveiled a new brand identity that includes an updated logo, noodle smile and even a new name that redefines Kraft Mac & Cheese as feel-good food for everyone. The new look updates all aspects of the brand identity: the name, the logo, brand colours, typography, photography, iconography, and packaging. The change from “macaroni and cheese” to “mac & cheese”, is meant to reflect the way fans organically talk about the brand. The box now features just a single-colour hue of blue and amplifies the brand's most recognisable asset — the noodle smile. The new look appeared on social channels and its website in summer, with packaging hitting the shelves in August.

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