KRAFT ‘super-stretchy’ mozzarella cheese

Mozzarella is remarkably stretchy when it is hot and melted – so we decided to take advantage of its unique properties and trending powers on social media and jump on the ‘food-tainment’ wave, confident that the visual appeal of mozzarella’s amazing ‘cheese pull’ would be well received.

For generating interest, we created a one-shot, live-action, and CG-free video, attempting to demonstrate in a surprising way that mozzarella stretches far beyond imagination when eaten hot. We also focused on creating viral expressions to make consumers willing to post and share their videos of trying to stretch the cheese.