Why Kraft’s MacSurance Commercials Went from Lame to Love in My Book

Kraft recently aired new commercials featuring kids who get their macaroni and cheese “stolen” by their parents. One of these commercials even offers kids an insurance policy called, MacSurance, to insure them against loss of the delicious food by a parent.

In this commercial, the MacSurance guy states, “Chances are you’ve probably had your Kraft Macaroni & Cheese stolen. Who can blame you, for trusting those closest to you.” Then the dad takes a bite off the kid’s plate.

Now, I’m an avid Kraft Macaroni & Cheese eater, and not being a kid anymore, I was slightly offended by these commercials. When I watched them for the first time, I felt as if they were saying that it is only for kids and that I shouldn’t be eating it. I was furious with them for airing a commercial that told everyone adults shouldn’t be eating Macaroni & Cheese! But leave it to Kraft; they end the commercial with an amazing shot of their macaroni and cheese, when it’s right off the stove and pouring onto a plate with all its cheesy goodness, and before I knew it I was making a box for myself.

After I proved Kraft wrong (by eating the whole box of Mac & Cheese) I allowed myself to watch these commercials again and found that they actually appeal to many audiences. This is a good one, too:

This time around, I realized the commercials show adults wanting Kraft Macaroni & Cheese. So much, in fact, that they will steal it from their children. That means I’m not the only adult with a love for the blue box! And years ago as a kid I would have had a good night’s sleep thinking my Mac & Cheese would be safe if I got MacSurance or had police protection. Even if you don’t fit into either of those audiences, you will still get a good laugh out of these commercials.

Being able to appeal to multiple audiences in one advertisement is a tricky task. If I hadn’t watched these commercials again, Kraft could have possibly angered a very loyal customer, all because of how I interpreted what is supposed to be a humorous commercial. When in doubt about an ad, think about all possible interpretations before making a snap judgement.

It’s important to remember that your advertisements can be interpreted many different ways, even by the same person.

Have you ever had a similar experience? Are there any commercials you hated at first but now find yourself enjoying?

Image credit to Aidan.Morgan.


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  1. Mandy Kilinskis

    I knew that you couldn’t stay mad at them for long, Lauren!

    I wonder if these commercials are inspiring people to buy more Mac ‘n’ Cheese so that nobody has to steal anymore. I’d be interested in seeing statistics about if their sales have gone up or stayed the same.

    And commercials that have grown on me are usually local commercials like “Eagleman.” The first time I found it ridiculous, but now I love seeing them.

  2. amy

    I really liked both of these commercials, especially the second one 🙂 I haven’t seen that one yet, the kid’s face is hilarious in the classroom!

    I personally hated the Farmer’s Insurance commercials when I first heard them, the jingle really annoyed me. All they say is, “We are Farmer’s bum-ba-dum-dum-bum”, it really irritated me, at least be a little original. However, after I heard it a few more times it really grew on me and now I laugh every time they air a commerical with that at the end.

    Super post Miss Lauren, I’m glad you’ve rekindled your love with Kraft 😉

    • LK

      There’s even a third commercial, a girl brings her father’s golf clubs and a watch into a pawn shop as revenge for him stealing her mac n cheese. It’s pretty funny, you tube it!!

  3. Jill Tooley

    I’m SO hungry for mac and cheese now…all bubbly and fresh out of the pot…thanks a lot, Lauren! 😉

    These commercials are so funny! I can definitely see how you might misinterpret them at first watch. There is sort of an undertone that kids enjoy and deserve Macaroni & Cheese more than their parents do. However, they are saying that it’s so delicious that it’s irresistible to people of all ages (so true). Kids like it because they can identify with the kids, and adults like it because it has cute kids in it. They can’t lose!

    Believe it or not, I didn’t care for the Old Spice/Isaiah Mustafa commercials the first couple of times I saw them. And now I laugh every single time and recognize why people made such a big deal about them in the first place!

    Does anyone else remember this commercial? It used to be on every five minutes, which was annoying, but since the hype died down it started getting funny again!

    • Amanda

      I’d never seen that commercial before Jill….and I could see how it would be annoying to see it over and over. I don’t know about you, but it doesn’t make me want to buy a VW. lol

      • amy

        I’ve never seen that commerical before either. The VW guy’s accent is funny, but I could see how it would start to get on your nerves after a few times.

  4. Amanda

    Great blog post Lauren! I see how you could take these commercials the wrong way at first. It does seem like they’re just marketing to kids–but you’re right, by showing the parents stealing bites, it’s showing that everyone loves Kraft Mac n Cheese! =) I think that first commercial is especially funny–it makes me wish I had a bowl of cheesy goodness right now.

    • LK

      I know, isn’t that clip of the mac n cheese at the end SOOOO tempting?!

  5. Jen

    I love these commercials! I loved mac and cheese when I was a kid and I would have loved to have Macsurance. Great post Lauren!

  6. Bret Bonnet

    I think QLP should have a MAC N’ CHEESE cook off/contest…

    • LK

      I think this is a genius idea.

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