There is a peaceful comfort in familiar foods.  At least this is what Kraft Foods is betting on with their new campaign for the entire Kraft Macaroni and Cheese line.  The popular dinner has been traditionally consider a favorite of children but the food giant is reminding adults how wonderful this boxed delicacy is.

Packshot from Facebook, 2002

Kraft Foods has developed campaign for Kraft Macaroni and Cheese Dinner around the impish theam, “You know you love it.”  It follows up with lines such as “The most fun you can have with your stove on,” “Outgrow outgrowing it,” “Imported from your childhood” and “Parents need warm cheesy hugs.”

The campaign began Wednesday with a commercial during “American Idol”, the globally popular talent show in its ninth season.  The campaign will support the whole Kraft Macaroni and Cheese line including Deluxe, Easy Mac and Homestyle.

Crispin Porter & Bogusky of Boulder, Colorado is the creative agency behind the campaign for Kraft Foods.  The agency is best known for innovative work done for companies like Burger King and Microsoft.

The assignment from Kraft was “to make the brand more of a family food,” said Rob Reilly, partner and chief creative officer at Crispin Porter, reflecting that although “it’s a favorite of kids, it’s not kid food.”

More advertising will follow including TV commercials, print ads, billboards, ads online, and in social media like Facebook and Twitter.  They will also have a website www.youknowyouloveit.com. There will even be displays of “noodle art” placed at popular landmarks around the US.

Moreover, the company has recently annouced a Noodlette Game, which is running 5/26/10 through 8/9/10. What you need is just to spin, collect the points and redeem for a Blue Box, Easy Mac cup or Homestyle Deluxe coupon.

Kraft expect to spend more than $50 million this year on the promotion which is an increase of 30% over last years promotion of macaroni products.