After 75 years, Kraft Mac & Cheese was introducing three new flavors - Cheddar, Three Cheese Jalapeño and Cheesy Southwest Chipotle. Kraft wanted people to accept them as authentic Mac & Cheese flavors. So to make them feel like they've been around forever we invented a whole imagined history around them.
We built a social campaign that included fabricated ads and films from the past featuring these flavors. You could scroll through the historical timeline of vintage photos, videos and ads dating back to 1938, showing milestones in the history of the four flavors in New-staligic.com
The campaign extended to Pandora, where a radio station, New-stalgic Tunes, played new covers of old hits, and of course to Facebook, where the brand is having fun updating past decades of its timeline.