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Can Kraft Macaroni & Cheese credibly market itself as healthful? That's a core question behind new TV and digital ads from Crispin Porter + Bogusky that tout the brand's protein quotient ("nine grams of protein per serving"), albeit with the same playful tone of its longstanding "You Know You Love It" campaign.

If you were among the junk-food fans anxious that a more natural Kraft Macaroni & Cheese would be less tasty, lay your worries to rest: You might already have tasted it and not been the wiser. In a ballsy, brilliant bit of marketing, Kraft hoodwinked millions of consumers into taste-tasting an updated version of its classic product.