How could The Kraft Heinz Not Company (NotCo) show that its plant-based cheeses, NotCheese, is great? In a comparative test with real cheese, of course. And who would be the ultimate test subjects? That would have to be mice (By the way, they have four times the power of smell than humans).
On top of that surprise, Gut Miami has harnessed the power of the current obstacle course game show fad with a fun contest called Mouse Maze.
In the campaign’s two-minute hero spot, four stunt mice – Thorn, Ghost, Becky, and Carlos Javier – compete in a series of tests to become American Slice Mouse Champion in a gripping gladiator contest. At the finish line, they l get to decide between regular cheese or Kraft Plant-Based NotCheese. (Guess which one wins.)
The campaign’s wide target market includes vegans, those who are lactose intolerant, consumers who are looking to have more health-conscious diets and “flexitarians” who opt for dairy-free options when available. Mostly, it hopes to overcome scepticism about plant-based cheese.
