Kraft Macaroni & Cheese Movie Night for Roku
Kraft Macaroni & Cheese partnered with Roku to create a first-to-market streaming experience that combined entertainment and shopping, elevating the classic “dinner and a movie” concept. As the creative lead, I developed a movie night sponsorship experience designed to move consumers quickly from awareness to consideration and ultimately, to conversion.
This initiative featured a limited ad viewing experience, courtesy of Kraft Macaroni & Cheese, ensuring the brand held 100% share of voice during the ad breaks, keeping it top of mind for viewers throughout the film. Recognizing the seamless integration of user data in Roku accounts — such as credit card, phone number and email address — I conceptualized a unique opportunity for streamers to receive promotional coupons directly via email while enjoying the movie. This innovative approach not only provided viewers with an immediate incentive to purchase Kraft Macaroni & Cheese but also transformed their viewing experience into a convenient, interactive event.
By leveraging Roku’s platform and data capabilities, the campaign facilitated impulse purchases in a way that was both convenient and engaging. This pioneering execution positioned Kraft and Roku as a leader in combining streaming with commerce, while also establishing Roku as a key partner in the emerging CTV space. The campaign set a new standard for blending entertainment and consumer engagement in future collaborations.
Creative Leadership
Creative concept & pitch development
Wireframes, promotion display ads, and creative asset design and development
Content curation/negotiations
Creative execution & project management
This project resulted in several key outcomes:
Successful First-to-Market Streaming Experience: The launch of the Kraft Macaroni & Cheese Movie Night sponsorship marked a significant achievement as the first streaming experience to blend entertainment and shopping seamlessly. This innovative approach positioned both Kraft and Roku as leaders in the CTV space, showcasing the potential for interactive advertising that enhances viewer engagement while driving product consideration and conversion.
Increased Brand Awareness and Sales: The campaign effectively captured viewer attention through the limited ad viewing experience, maintaining 100% share of voice during commercial breaks. This strategic positioning not only kept Kraft Macaroni & Cheese top of mind for consumers but also resulted in a measurable increase in coupon redemptions and sales during the promotional period, demonstrating the effectiveness of integrating commerce within streaming content.