Allison Rinaldi
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Kraft String Cheese
Campaign

kraft string cheese

Insight: The best part of eating string cheese is the fun of pulling it apart.
Concept: When you feel the temptation to pull something you shouldn't, pull string cheese instead.
Tagline: Pull this.

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The campaign will be reflected in the grocery store.

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Special vending machines let people pull a lever to get string cheese.

Interactive ads on Hulu will have different endings. Here's what happens when they pull!

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The first ever Kraft String Cheese Festival will be held.

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All the String Cheese Festival events!

Interactive ads on Hulu will have different endings. Here's what happens when they don't pull!

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There will be tons of fun string cheese activities, sponsored by Kraft!

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The band The String Cheese Incident will perform at the end of the festival. (it's a real band!)

Student work for Kraft String Cheese
Art Director: Allison Rinaldi
Copywriter: Brianna Gross