Kraft had already done an incredible job making Macaroni & Cheese a favorite amongst kids. But, they also knew that adults loved the golden, cheesy goodness, too.

The only problem was how do you get grown-ups to admit they love their kids' favorite food? To answer this, Kraft set out to give permission to grown-ups and let them know that it was okay to love that rich, cheesy taste, too.

Accordingly, for Kraft macaroni & cheese, we installed massive noodle installations bearing the copy “You Know You Love It” in some of America’s most beloved places. We targeted places like Wrigley Field, Navy Pier, Hollywood Boulevard, Fisherman’s Wharf and Faneuil Hall. We even specially constructed a heated version noodle to provide Packer fans comfort prior to bone-chilling games in Green Bay. Shortly after, local news reports picked up on the unique nature of having Kraft macaroni & cheese, which is arguably America’s favorite comfort food, warming spectators at the “frozen tundra” of Lambeau Field.

Immediately, consumers and fans began posting their support to our Facebook page, tweeting (and retweeting) our spot to friends, and commenting on YouTube. Nearly a half a billion impressions were generated from the story. Fan posts to Kraft’s Facebook page increased 400%. Not to mention, the more than 2% increase in Facebook fans, and a whopping 7% increase in Kraft Macaroni & Cheese sales.