Kraft is looking to make their Mac & Cheese Big Cups the biggest snack for gamers of all types, and they want to tap into the feeling of community that is associated with gaming. What game is appealing to gamers of all ages, hardcore and casual alike? Minecraft! Or perhaps "MineKraft"!

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The "Kraft Your Community" campaign looks at the "community" aspect in multiple ways. There's a collaboration with Minecraft introducing Mac & Cheese items and activities into the game. There's a collaboration with Discord, including an official Kraft Mac & Cheese server, and ads prompting Discord users to go on a "quest" in Minecraft to get Kraft-related rewards. And of course, we have creeper themed Big Cup products. 

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This campaign extends past typical paid or owned advertising, instead using brand collaborations and unconventional promotion platforms like Discord, as well as targeting a universal audience. In the end, the goal is for Kraft Mac & Cheese to be seen as the perfect quick food associated with gaming sessions, regardless of what kind of gamer you are.