In the summer of 2013, we became an accomplice to Kraft Dinner fans everywhere by turning a bus stop into a Guilty Pleasure dispenser. Anyone could simply walk up and grab a free box.

On the dispenser, we featured the photo of a man whose eyes were “censored” with the side of a Kraft Dinner box, thus revealing his guilt and concealing his identity. People were encouraged to lift up the “censor bar,” which activated the distribution mechanism that allowed them to walk away with a box of their own.

By revealing to passersby that everyone feels slightly embarrassed about eating Kraft Dinner, people felt less guilty about purchasing the product for themselves, which reinforced their unconditional love for Kraft Dinner.

The Kraft Dinner dispenser was set up in the heart of downtown Montréal and quickly turned into a popular attraction for pedestrians. It was so popular that workers from neighbouring office towers who had retrieved a free box made sure to spread the word to their colleagues so that they could also hurry down for one of their own.

The Kraft Dinner dispenser contributed to our campaign’s great success. It helped Quebecers rekindle their love for Kraft Dinner as a guilty pleasure that’s made to be enjoyed. Within three months, Kraft Dinner sales went up by 17.2%.