Kraft Mac & Cheese Presents “Queens of Comfort”
Client: Kraft Mac & Cheese
Agency: Salt XC
Role: Lead Social Strategist
Deliverables: Campaign launch strategy, social rollout plan, TikTok amplification framework, and influencer/community playbook
Brief
Develop a digital-first campaign that celebrated queerness in all its messy, joyful, delicious glory—without relying on rainbow tropes or seasonal tie-ins.
At the heart of it: a branded cooking competition hosted by RuPaul’s Drag Race royalty, blending camp, comedy, and comfort food into a series designed to spark conversation and go viral.
The ask? Build a social launch strategy that honored the talent, fueled community engagement, and turned internet love into brand relevance. Success wasn’t just views—it was duet chains, meme spins, and queer audiences seeing themselves front and center.
Strategy
I led the organic and earned social strategy, building a launch plan that:
Positioned the series as event television for the internet
Comforted clients into understanding audience and cultural appeal
Leaned into meme formats, duet culture, and reactive posting
Activated fan communities via pre-release teasers and midseason shareables
Integrated queen-led TikToks, Q&As, and stitched reactions into the content flow
Execution
Includes:
Channel-by-channel rollout timeline
Sample posts and tone of voice
Talent amplification tactics
TikTok trends integration
Community management strategy
Reflection
Queens of Comfort reframed Kraft Mac & Cheese not just as comfort food, but as a celebration of identity and community. By grounding the campaign in authentic voices and steering clear of surface-level Pride tropes, we created space for joy, visibility, and cultural resonance. The work proved that when brands invest in real stories and real communities, comfort becomes more than a product — it becomes belonging.