Brand Activation Project

As the Brand Strategist intern at Johannes Leonardo, I dove deep into understanding Gen-Z's relationship with comfort food – specifically, when these moments of seeking comfort arise and what makes them so meaningful. My research focused on pinpointing those key instances when Gen-Z craves that warm, familiar feeling that Kraft Mac & Cheese delivers. I explored not just the traditional comfort food scenarios, but also the unique, modern moments when Gen-Z looks for a little pick-me-up – whether it's during late-night study sessions, after a tough day of juggling responsibilities, or even while decompressing from social media overload.

By getting to the heart of how comfort manifests for this generation, I helped shape an activation strategy that would resonate authentically with Gen-Z while staying true to what makes Kraft Mac & Cheese such a beloved comfort food staple. It was fascinating to see how something as simple as a bowl of mac and cheese could be reimagined as part of a larger conversation about self-care and emotional wellbeing for a younger audience.