20-30 years ago, there was an enormously successful animated series called “The World Masterpiece Theater”. The series showcased famous stories such as, “A Dog of Flanders,” and “Anne of Green Gables” and were watched by 70% of the children at the time. The memories of watching the series are so powerful that they would bring back the happy warm feelings to the mothers even now. So we went to the creators of the series and asked them to make Parmesan Cheese flavored original stories based on the “World Masterpiece Theater”.

We had over a million views since the animation was launched on the web. The research conducted after the campaign showed that 70% of the target consumers felt the campaign improved the brand image of Kraft’s Parmesan Cheese and the purchase preference increased by 10%. The photo contest received many pictures of children and mothers eating pasta sprinkled with Parmesan Cheese showing a “happy engagement” created by the animation between the target and the product.