an always-on social platform that fed kids too

the problem for the brand

cheese in a feed full of aesthetic food brands

kraft singles isn't artisan cheese. so we didn't pretend. we met moms in the moments they actually needed help — lunchboxes at 7am, dinner at 6pm.

the idea

cheesy content, all year round

• we got cheesy on Valentine's Day
• celebrated Father's Day with a #dadjoke
• welcomed summer the way a grilled cheese would
• and turned Facebook engagement into thousands of donated meals for #NoKidHungry

what the client got

a social channel with a job to do

quick inspiration for the audience, real generosity behind it. everyday cheese content became a fundraising engine — the kind of story kraft could stand behind and moms wanted to share.