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    Stunt for Kraft mac & cheese in Quebec.
We wanted to get Quebeckers to rediscover their taste for Kraft Dinner macaroni and cheese. In Quebec, everyone likes Kraft Dinner, but not everyone wants to admit it. Kraft Dinner, in the eyes of Quebeckers, is truly a guilty pleasure.
We offered Kraft Dinner lovers free boxes of KD, becoming their partners in crime. To do so, we turned a bus shelter into a dispenser. Passersby could stop and pick up a free box of Kraft Dinner. When we showed them that being embarrassed about eating Kraft Dinner is totally normal, people felt less guilty about
picking up a box.