Campaign to reframe Kraft Velveeta Shells and Cheese from a kids' main course staple to the ultimate supporting player for the whole family.

We partnered with Rodney Atkins, a popular country singer, to create a song reflective of our strategy. Then, at Rodney's concerts, we created a booth where people could perform a karaoke rendition of his song in front of a green screen. Their performances were combined with a video of Rodney also performing so that they were virtually beside him on stage. They were then able to share their performances on social media.