Pulling a fast one with mac and cheese

Millions taste-tested Kraft's new recipe and they had absolutely no idea.

Kraft Macaroni & Cheese (as our friends in the U.S. call what we all know is really KD) recently changed its ingredients to get rid of “unnatural” things like yellow dyes. And by recently, we mean in December. If that’s news to you, and you’re wondering how you could have missed this piece of information in an industry that almost instinctively places “NEW AND IMPROVED” starbursts on packaging for even the slightest change, the explanation is simple.

They didn’t tell anyone. Not only that, nobody seemed to notice.

Now, several months after the switch, Kraft is telling the world how proud they are of that fact in a spot by CP+B. Former late night host Craig Kilborn lists all the people who failed to notice the change after unwittingly being made part of a nationwide taste-testing group¬†– from moms to dogs to “millennials who hate being called millennials”¬†– before concluding that “it’s changed, but it hasn’t,” highlighting how, despite the change, it still tastes the same.


Brand: Kraft Macaroni & Cheese
Agency: CP+B
Chief Creative Officer: Ralph Watson
Executive Creative Director: Adam Chasnow
Creative Director: D’Arcy O’Neill
Art Director: Tyler Gonerka
Writer: Emily Salas
Director Of Video Production: Kate Hildebrant
Integrated Producer: Jamie Slade
Production Company: Hungry Man, LA
Director: Hank Perlman
Director of Photography: Eric Steelberg
Line Producer (Production Co): Caleb Dewart
Executive Producer (Production Co): Mino Jarjoura, Nancy Hacohen
Editorial Company: The Now Corporation, NY
Editor: Owen Plotkin
Assistant Editor: Jessica Dowling
Editorial Executive Producer: Nancy Finn
Post Production Company: Art Jail, NY
Lead Compositors: Steve Mottershead, Ben Vaccaro
Executive Producer: John Skeffington
Post Producer: Adriana Wong
Graphics / Animation Company: Art Jail, NY
Mix Company: Lime Studios, LA
Audio Engineer: Mark Meyerhaus, Peter Lapinski
Music Company: JSM Music, NY
Executive Music Producer: Joel Simon
Telecine Company: Art Jail, NY
Colorist: Steve Mottershead
Account Director: Evan Russack
Account Director: Kelly Olech
Content Manager: Ashley Huehnerfuss
Group Director, Strategy: Kaylin Goldstein
Business Affairs: Katherine Graham-Smith
Traffic Manager: Tito Texidor, Laura Crow, Katie Hare

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