Kraft enlisted mcgarry bowen to help introduce kids to a new way of snacking with their latest and greatest innovation, Kraft Melt Downs. For these middle-school aged kids, Singles were a snack they loved and looked forward to, but as they were getting older, their snacking needs were beginning to change. They were looking for more interesting ways to keep themselves full throughout the afternoon rush of practice, homework and lessons. So we needed to break through the many, many snack options out there and show them that Kraft Meltdowns were an exciting twist on snacking with the Singles they know and love. We tapped into the insight that without a snack break, kids can lose it. Kraft Melt Downs was a way for kids to take control of their snack in a fun, new way to prevent, well, a meltdown.

A national TV spot, as well as a microsite housing additional video content, provided engaging, humorous situations in which adults in the midst of a meltdown were rescued by tweens and Kraft Melt Downs. By bringing these to life in a documentary, realistic style, kids could relate to the moments when they, and the adults around them, could have used a Melt Down.