Rice-A-Roni

Introducing
Mac-A-Roni

Innovation. Futuristic technology. Cheese. A new era has donned, and it’s all about the Mac…A-Roni.

Josh Nussbaum directs this part keynote-event film, part tasty immersive experience for Rice-A-Roni’s newest offering, Mac-A-Roni. Who better to help launch this cheesy treat than the Chief Mac-A-Roni Officer himself, Joel MacHale, delivering his cheddar-sharp humor in a keynote film worthy of a CES stage.

In the second half of this launch campaign, we brought the Mac to the people in a custom pop-up experience, split into half-showroom and half-tasting-room. Here, guests could try both flavors with different beverage pairings, meet Joel, and take home a free box to enjoy the “possibilicheese” at home.