Kraft recently rolled out a Twitter campaign that pits mac and cheese eaters against each other in a head to head “Mac & Jinx” battle. You remember the jinx game from when you were little right? You and your bestie are talking and then you say the same thing at the same time – someone yells “Jinx!” – then WHAM! – the person who said it first punches the other in the arm or whatever the jinx punishment was. While Kraft’s version of the game doesn’t get physical it still puts a nice spin on the childhood game and puts your favorite cheesy pasta from your childhood back in the spotlight.

The Kraft version of the game plays out like this – when any two people tweet “mac & cheese” they get sent a link – the first person to click the link and provide their address gets 5 boxes of cheesy awesomeness and a sweet t-shirt. Clever way to bridge old and new I think. By connecting people with their childhood memories Kraft is capitalizing on the main appeal they have, which is the comfort that pretty much all adults gets from thinking about eating mac and cheese when they were little. Clever campaign in my opinion that does a great job of reconnecting older customers with a familiar and comforting brand – you know you want some mac and cheese now.

Screenshot of Link  (via AgencySpy)