#owen plotkin

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.

Brands are getting major Star Wars fever ahead of the December release of The Force Awakens. But none has gone for sheer volume quite like Kraft, which breaks a new ad Monday featuring what the marketer says is the largest Star Wars memorabilia collection ever seen in a TV commercial.

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.