van leeuwen macaroni and cheese ice cream

#VAN LEEUWEN MACARONI AND CHEESE ICE CREAM FOR FREE#

We created real time, agile geo-targeted ads to direct people to event the day-of, and sent samples to influencers & invites to attend food truck ahead of time to drive awareness to their fanbases on day of launch.

#VAN LEEUWEN MACARONI AND CHEESE ICE CREAM FOR FREE#

We made product available available for purchase on the Van Leeuwen website, and hosted an experiential food truck in NYC where New Yorkers could try the ice cream for free from the Van Leeuwen food truck on National Mac & Cheese Day, July 14th. With objectives to generate earned media that pulled through our new message of comfort & quality, and build consumer fandom, we announced the product through press, influencers, and across the Kraft Mac & Cheese and Van Leeuwen’s owned social channels. That's why on National Mac & Cheese Day, Kraft Macaroni & Cheese teamed up with Brooklyn-based Van Leeuwen Ice Cream, two brands with a shared belief in making good food that makes you feel food, to combine two of the most iconic comfort foods - unforgettable, creamy ice cream with the classic, comforting flavor of Kraft Macaroni & Cheese. We wanted to shift the stigma of comfort and get people proud again to enjoy comfort food.and there's nothing more comforting on a hot summer day than ice cream. As the pandemic fueled unrest time & time again, consumers were leaning on the power of comfort to get them through a time of great uncertainty, with 2 in 3 Americans reverting to eating more comfort food since the start of March 2020. But the benefits of doing what makes us comfortable is actually key to our well being.

But over time, there's been shame attached with doing what makes us comfortable - and comfort foods alike are seen as a guilty crutch used to cope with problems. Kraft Macaroni & Cheese is a great American comfort food.

Van leeuwen macaroni and cheese ice cream