Kraft Macaroni & Cheese has always been a favorite with kids. But, adults love the golden, cheesy noodles, too.

The problem Kraft faced was how do you get grown-ups to admit they love their kids' favorite food? To answer this, Kraft had to give grown-ups permission to love that rich, cheesy taste, too.

So, they created an integrated campaign, featuring their iconic macaroni noodle. Everything from television, to giant noodle installations, to digital work that leveraged social media and new technology. So that people could love Kraft Mac & Cheese in fresh and interesting ways.

To kick off the campaign, Kraft plastered the country with their iconic noodle and simple lines that reminded everybody just how much they love Kraft Macaroni & Cheese.

And since icons mingle with other icons, Kraft installed massive noodle installations in some of America’s most iconic locations, like Wrigley Field, Navy Pier and Faneuil Hall. A fully heated noodle was specially constructed for bone-chilling games at Green Bay’s Lambeau Field. To further expose the truth about adults and Mac & Cheese, TV commercials put a spotlight on sneaky adults pilfering their kids’ Mac & Cheese.

Kraft also brought Mac & Cheese front and center with a campaign of digital work that leveraged social media. Like the world's first emotionally intelligent banner. Smile at the noodle and it smiles back at you. So adults not only admitted their love for Kraft Macaroni & Cheese, they demonstrated it with the most click-throughs in Yahoo’s history. And to get Dad excited about eating Kraft Macaroni & Cheese again, we created the first grillable Mac & Cheese.

Kraft’s "You Know You Love It" campaign has helped grow gross revenue $30 million compared to the prior year. Big numbers for a brand that’s been around 73 years. Mostly because people were reminded of something that’s been true since day one. People genuinely, wholeheartedly, undeniably love the gooey, cheesy taste of Kraft Macaroni & Cheese.