In early 2016, CP+B worked closely with Kraft to create the biggest blind taste test in history. Kraft secretly replaced artificial ingredients in their mac and cheese with natural ingredients, such as turmeric and annatto. I produced CG renderings of the iconic box and a shoot to support the big reveal after the three-month taste test. Consumers didn't notice a difference in the recipe, and the brand has been praised for its bold strategy and campaign.
Photography by Maren Caruso.