These days, everyone’s removing artificial stuff from their food, and they love advertising it. But when it came to re-launching Kraft’s iconic mac & cheese, we knew we had to do things differently, because the power of suggestion is strong. So we decided not to advertise the change at all. When the new recipe was finally ready, Kraft packaged it in old boxes, changing only the ingredient label. Then we watched as millions of people unknowingly participated in an activity that promoted Kraft's new recipe: eating it without noticing a thing. After three months and 50 million boxes sold, we announced that we’d pulled off the largest blind taste test in history, and that America’s silence had proven the new recipe tasted the same, and we continued to watch America love it for all of 2016.

These days, everyone’s removing artificial stuff from their food, and they love advertising it. But when it came to re-launching Kraft’s iconic mac & cheese, we knew we had to do things differently, because the power of suggestion is strong. So we decided not to advertise the change at all. When the new recipe was finally ready, Kraft packaged it in old boxes, changing only the ingredient label. Then we watched as millions of people unknowingly participated in an activity that promoted Kraft's new recipe: eating it without noticing a thing. After three months and 50 million boxes sold, we announced that we’d pulled off the largest blind taste test in history, and that America’s silence had proven the new recipe tasted the same, and we continued to watch America love it for all of 2016.

The taste test was covered by hundreds of media outlets, from E! to the New York Times, and 92% of the articles had a positive tone.

Three weeks after announcing we’d pulled off the largest blind taste test ever, the campaign had over one billion earned media impressions and had driven a 6% increase in purchase intent and an 8% increase in purchase frequency. It also generated a 291% increase in visits to kraftmacandcheese.com compared to the previous month.

Most importantly, 50 million boxes of mac and cheese were sold during the three-month taste test period, a figure consistent with the same quarter of the previous year, and less than 40 people reported a change in taste via social and consumer hotline channels. Those figures helped us eliminate concern about a change in taste, because they proved that this Kraft Mac & Cheese still tasted like Kraft Mac & Cheese.

Last year, Kraft Mac & Cheese lovers participated in an activity to promote the new Kraft Macaroni & Cheese with no artificial flavors, preservatives or dyes. And they did it without knowing they were even participating. Until we told them.

These days, everyone’s removing artificial stuff from their food, and they love advertising it. But when it came to re-launching Kraft’s iconic mac & cheese, we knew we had to do things differently, because the power of suggestion is strong. So we decided not to advertise the change at all. When the new recipe was finally ready, Kraft packaged it in old boxes, changing only the ingredient label. Then we watched as millions of people unknowingly participated in an activity that promoted Kraft's new recipe: eating it without noticing a thing. After three months and 50 million boxes sold, we announced that we’d pulled off the largest blind taste test in history, and that America’s silence had proven the new recipe tasted the same, and we continued to watch America love it for all of 2016.

Last year, Kraft Mac & Cheese lovers participated in an activity to promote the new Kraft Macaroni & Cheese with no artificial flavors, preservatives or dyes. And they did it without knowing they were even participating. Until we told them.