Kraft Mac & Cheese + ASAN
Kraft Mac & Cheese is one of the most popular foods amongst the autistic community, sometimes one of three foods that many children and low functioning adults with autism will consistently eat. When we announced that Kraft Mac & Cheese's packaging was changing in the summer of 2022, parents and caretakers alike were terrified that the change to their beloved brand would cause meltdowns and refusals to eat--a problem they know all too well. While many stock piled the old boxes in preparation, we wanted to propose a different solution to help parents and caretakers handle this change with less stress and fear.
We worked closely with the Autism Self Advocacy Network in our effort to find solutions to make this transition to the new packaging feel safe and comfortable for all. In our research, we found a common tool many caretakers and parents of people with autism will utilize to prepare is called a 'social story.' These comic-book-like graphics help people with autism understand what they might see, feel, and think before they're put in a new or uncomfortable situation, and give them the tools for how they should behave/react. We created a web version of the social stories, PDF's for print, and even made video versions as an alternative learning experience. In addition to hosting all this information on our microsite, we also worked with an influencer with autism, Abbey Romeo, to demonstrate the experience laid out in the social story and to reassure everyone that this is the same Kraft Mac & Cheese they know and love.
Social Activation
Strategy - Megan McGovern
Art Direction - Britt Meyer
Copy - Kirsten Dickherber
Character Design & Social Story Build - Vicenza Calomeno2023
