Males aged in the early to mid-twenties are notorious for always being hungry. So, when The Business was asked to launch Kraft Mac & Cheese in the New Zealand market we had a pretty good idea who’d enjoy its massive 400 grams serving. Working with OMD and MediaWorks, we enlisted the help of The Rock to have some fun with a disruptive sampling and radio campaign that set out to conquer the bottomless pits of Dunedin’s legendary students.