Kraft Your Team

Strategy & Concepting

Gamers are the underrated athlete. Kraft Big Cup is the underrated snack. That was the insight. From there I helped build a campaign that positioned Kraft not as a brand trying to blend into esports, but as one that champions gamers the way Nike champions traditional athletes. Real competition, cultural credibility, a jersey that actually means something. I led strategy and concepting, named the campaign, and developed the team jersey concept that became the emotional anchor of the pitch. Submitted to D&AD New Blood 2025.

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Team

Dimitri Jean (Copy), Sissy Rosso & Cali Vincent (Art Direction), Bryan Badia (Strategy & Concepting)

The Problem

Kraft Big Cups and gamers both want to be seen in a new light. Not as what they've been, but as what they could be.

The Insight

We often underestimate gamers, but the precision, endurance, and reaction time required to excel in the digital arena make them athletes in their own right. Gamers aren't lazy. They're the underrated athlete. And Kraft Big Cup? The underrated snack.

The Campaign

Kraft Your Team: Kraft Big Cup enters professional esports with their inaugural Kraft Team, creating the next generation of athletes and brand ambassadors.

The campaign repositions both gamers and Big Cups as fuel for competition. In a March Madness-style tournament, one group of friends will rise to become Kraft's first-ever esports team in Marvel Rivals—the hottest new team-based PVP shooter.

Tagline: Fuel The Grind. Melt The Lobby.

Players compete online, advance to TwitchCon San Diego for in-person finals, and earn official team jerseys, trading cards, and team sprays for in-game use. Along the way, interactive pop-up microwaves at PAX, DreamCon, and Comic-Con let gamers craft their own Big Cup with custom toppings.

What I Contributed

Strategy & Concepting

  • Core insight: gamers are underrated athletes

  • "Kraft Your Team" campaign name

  • Official team jersey concept

Creative Development

  • Worked with Dimitri Jean (lead copy) to develop messaging and campaign voice

  • Collaborated on activation concepts and tournament structure

The Positioning:
Kraft Mac & Cheese Big Cups could show up in the gaming space not just as a snack, but as fuel for a new kind of athlete. This campaign champions gamers the way Nike champions traditional athletes—with real competition, cultural credibility, and emotional connection.