Lockdown has been challenging for everyone, but for millions of parents lockdown hit different. Remote learning transformed family homes into homeschools and kitchens into school cafeterias. Being a parent in 2020 was truly a 24/7 job, and we’ve seen this reflected in what’s happening on Twitter: Since March 2020, there has been an 18% increase in conversation about parenting.1
Kraft recognized that these were hard times to be a parent, especially when it came time to figure out what to feed their kids to keep everyone happy.
According to Kraft, 56% of parents were serving their kids mac & cheese for breakfast more during the lockdown than in previous months.2
For parents who were extra stressed in lockdown, Kraft had a simple message for them: In a year like 2020, there’s no shame in changing the breakfast game.
In fact, it may be the new norm.
So how could Kraft reposition its mac & cheese as a breakfast meal for the whole family while also helping families in need? They turned to Twitter and succeeded by taking these three steps: