Mac Lila Famous

Role: Creative Strategist, Salt XC

Context

When 8-year-old Lila Andrews turned a class project into an impromptu ode to Kraft Mac & Cheese, she wasn’t just following her hunger — she sparked a moment of pure, authentic joy. That spontaneous social video caught Kraft’s attention and opened the door to something extraordinary.

Approach

Recognizing the magical potential in Lila’s homemade song, my team and I:

  • Monitored social platforms to spot Lila’s video and presented it as a bold cultural entry point for Kraft.

  • Built a narrative around empowering a child creator — turning Lila into the inaugural artist on Kraft’s newly conceived music label.

  • Developed the #MacLilaFamous campaign presence with influencer-led duets, custom sounds, and social engagement on TikTok, Instagram, and Facebook.

  • Delivered a full creative journey: professional studio session, music video production, campaign activation, and press outreach.

Media Coverage

To capture how the campaign transcended social, we secured media spotlight across local and national outlets:

  • WLKY (Louisville): “A class assignment turned into a record deal” — Kraft surprised Lila with balloons, a custom jacket, and presto — a recording contract and limo ride to a studio.

  • WHAS11 (Louisville): “9-year-old Lila Andrews got the star treatment from Kraft…”

  • Yahoo News: “Louisville third grader Lila Andrews signs a deal with Kraft Mac and Cheese.”

Results

  • 2M+ social impressions, including 1.8M listens on Facebook

  • 1M+ Spotify streams, elevating Kraft into custom-sound territory

  • 295K views from Taylor Red’s TikTok duet (11.5M followers)

  • Multiple earned media hits, from local news to national syndication

  • Kraft positioned as a brand willing to elevate real voices — especially from the youngest creative sparks

Reflection

This project is a standout example of how social vigilance, creative empathy, and campaign boldness intersect. We didn’t just amplify a viral moment — we reimagined it as a cultural milestone. By giving Lila a proper stage, we scaled charm into meaningful impact — creating brand love, campaign metrics, and media-worthy moments.

A young girl with long brown hair holding a ukulele, smiling against a blue background with yellow and white text that reads 'Mac & Cheese featuring Lila.'