Case Study: Kraft Mac & Cheese achieves a 13% purchase-intent lift and 40M+ Lens plays with Snapchat

Snapchat and Kraft Macaroni & Cheese partnered to create a playful Lens to take Snapchatters back to their childhood

Kraft Mac & Cheese needed to announce a major recipe change—removing artificial flavors, preservatives, and dyes—while reinforcing its playful, nostalgic brand and driving purchase intent. The challenge was to reach both longtime fans and new customers in an engaging way that complemented broader marketing efforts.

Kraft partnered with Snapchat to launch a Sponsored Lens that let users virtually catch cheesy macaroni, turning the reveal into a playful, shareable game. The Lens reached nearly 20 million Snapchatters in 24 hours and delivered 40M+ plays and 28M+ views overall; 84% of viewers who remembered the Lens enjoyed it, average play time was 20 seconds, brand favorability rose by 5 points, and purchase intent increased by 13%.

Kraft Mac & Cheese

Jessica Gilbertson

Associate Director – Marketing