We wanted to leverage the buzz around the supposed 2012 Mayan Apocalypse in a fun way that was unique to the Kraft Dinner (KD) brand. We also wanted to start a dialogue with our core fans (ages 15–35) and get them to help build our Twitter presence. This led to the idea of KDPOCALYPSE where we asked Canadians the question: If the world really were to end, what would their last meal be? The first 20,012 people to tweet that they would make KD their last meal got a free box sent directly to their home.

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