Help Yourself

Kraft Mac & Cheese

‘Comfort’ is a dirty word.
It’s seen as lazy, the enemy of progress, and whole lot of couch sitting.
As America’s number one comfort food, this was … an issue.
We needed to show the world that comfort is actually good — it lifts us up, makes us feel safe, and puts us in a good headspace. (Also after a year of WFH the idea of going back to 80 hour weeks and shunning any creature comforts just seemed crazy.)

So was born Help Yourself, a call to action to embrace a more comfortable life, as much as it’s an invitation to dig into a cheesy bowl of Mac.

Launched with an anthem film that shows when you feel good inside, it’s reflected on the outside, ‘Skip’ is our ode to that comfy life.

The film was supported with a range of illustrated characters, whose ‘noodley’ limbs and movements captured our super-feel good food and encouraged everyone to enjoy a moment of comfort.

Press:
AdAge
AdAge - Kraft Heinz No. 4 on Ad Age’s 2021 Marketers of the Year list.
Adweek
Adweek
Marketing Drive
Foodsided
Marketing Brew

Awards
Illustration - GOLD, Indigo Design
Character Design - GOLD, Indigo Design
Digital Ads and Campaigns - SILVER, Indigo Design

Production Team
Director: Jack Begert
Production: Psycho Films
Choreographer: Ian Eastwood
Animation Production: Rezonate