The campaign, created by recently founded agency Mischief, asked people to send comfort food in the form of Kraft Mac & Cheese to loved ones. Of course, the play on words is what made the marketing push stand out—and apparently what caused problems.
According to BuzzFeed News, social media users “ravaged” the campaign, saying the brand “sexualized mac ‘n’ cheese” and accused it of being “predatory” toward children.
On Monday, the brand said via Instagram Stories that it would remove the campaign’s content from its channels.
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