New Blood Entry — ImMACulate
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Kraft Mac & Cheese / 2024
A majority of Generation Z struggles with food guilt and anxiety, heavily influenced by societal perceptions of food morality. To boldly challenge these notions, Kraft launched Immaculate during New York Restaurant Week. Immaculate, a playful fine dining experience, turned patrons' own boxes of Kraft Mac & Cheese into whimsical dishes and gave all a chance to celebrate food joyfully, like a kid again. Marked by a Michelin star and #FoodTok fervor, Immaculate’s success signified a dramatic cultural shift toward embracing food comfortably and without judgment.
