Kraft
Fortnite’s first storm circle takes 5 minutes to close—and just like that, over half the players are gone. Since Kraft Big Cup cooks in just 3.5 minutes, we encouraged players to drop, hide, and heat to survive while staying full—making it the ultimate gamer’s snack.
Kraft Case Study Video
OOH: Hiding in Plain Sight
Kraft Mac & Cheese will drop bold, tongue-in-cheek OOH in high-traffic areas to bring Fortnite into real life. Subway stations and bus stops turn into battlegrounds, using in-game references to connect the virtual world with the snack aisle. It’s survival strategy meets microwaveable mac.
Influencers
Comedic gaming streamers are a crucial part of the campaign, bringing authenticity and relatability to the “drop. hide. heat.” message. By showing how easy it is to heat up a Big Cup mid-match (and how much better it is than messy, slow snack options), they’ll encourage viewers to follow suit and survive the storm fueled up.
IShowSpeed
37 million subscribers
Kai Cenat
12.3 million subscribers
Jynxzi
4.53 million subscribers
LTO Packaging
Kraft Big Cup LTO packaging brings the “drop. hide. heat.” campaign to life both in and out of the game. With gamer-inspired prep steps and Fortnite-themed visuals, the design amps up the energy and refuels players so they can get back into the fight.
Credits
CWs: Patrick McCarthy, Evan Touhy, Michael Batchelder
ADs: Kadin Shaban, Nikki Ledee