Project recap video
Load this player to connect to YouTube. That service may use cookies and collect playback information.
Open on YouTube ↗Taking Mac & Cheese to the Max!
During the 2022 College Basketball Championship, POPUP partnered with Kraft Mac & Cheese to launch a custom-branded Mac Truck that delivered comfort when fans needed it most.
Following the championship game, the mobile activation surprised supporters of the losing team with complimentary servings of Kraft Mac & Cheese, transforming the emotions of a tough loss into an unexpected moment of warmth, nostalgia, and connection.
By meeting fans in the moment with a playful, culturally relevant idea, the activation turned a classic comfort food into a memorable brand experience.
The Mac Truck generated smiles, sparked organic social sharing, and demonstrated how thoughtful experiential marketing can create genuine emotional connections by showing up at exactly the right time.
Chapel Hill, North Carolina
