Is it Kraft Macaroni & Cheese or McDonald's? / by Mike Takahashi

Around Los Angeles I've been noticing a new ad campaign by Kraft's Macaroni and Cheese. They vary in messaging, but the look and branding are all the same. They always consist of a message with the tagline: You know you love it.

Kraft Macaroni and Cheese
Kraft Macaroni and Cheese

When I first saw these ads, it took me a while to figure out what it was for. Then a few questions and thoughts came to mind:

1) The smile was actually a macaroni. Is it for Macaroni & Cheese? 2) Or wait..is that an ad for McDonald's? Let's flip over the macaroni and add a little bend to it with a familiar tagline.

Kraft Macaroni and Cheese

If you recall, McDonald's had a very long and successful campaign with "I'm Lovin it." Now with Kraft pushing "You know you love it," doesn't this sound a little familiar? It sure did to other people I talked to.

The ad is very confusing because it doesn't give the consumer any context. Perhaps they should have added the Kraft logo to make things MUCH clearer?

Kraft Macaroni and Cheese

Or maybe this makes it look like McDonald's is now serving Macaroni Cheese!