JWT launched a campaign for Stouffer’s new Mac Cups, a snack-sized version of the brand’s classic mac and cheese line.
Mac Cups were launched with the revelation that Americans now eat snacks at meal times 40 percent of the time, and are often no longer following the three meals a day pattern. As Tom Moe, the director of marketing at Stouffer’s, told The New York Times:
“This notion of eating five meals a day, where consumers are grazing throughout the day depending on their need, has opened up a complete new territory.”
So, JWT’s 15-second stop-motion animated spot fits with this strategy. Mac Cups are presented as a tempting snack to eat any time, dancing around to Supertramp’s “Give A Little Bit” and at one point hiding behind the toaster. The interspersed footage of the mac and cheese touting its “real aged cheddar” doesn’t necessarily endear us to the product itself, though.