• Find Us on Facebook
  • Find Us on LinkedIn
  • Follow Us on Twitter
  • Find Us on Instagram
  • Follow Us on Pinterest
  • Subscribe to Our Videos on You Tube
  • Read Our Client RSS Feeds
  • Read Our Blog

Case Studies

Food and Beverage PR Case Study

KRAFT Macaroni & Cheese Cheddar Explosion Explodes into History


Generate high-impact social and traditional media buzz for KRAFT Macaroni & Cheese CHEDDAR EXPLOSION, positioning this new variety of a classic favorite as a cool alternative for family meals.


  • Hunter PR aligned the product with an event so “explosive,” the media results were destined to be “dynamite”—the implosion of the Dallas Cowboys’ former home, the legendary Texas Stadium.
  • We held a nationwide Facebook-based essay contest, searching for one dynamite kid who made a positive difference in his community and offered him the opportunity to push the detonation button.
  • In addition to pre-event media, winning kid Casey Rogers brought down Texas Stadium with the push of a button and set off a media frenzy that coincided with the official Kraft Macaroni & Cheese Dinner Cheddar Explosion product announcement.


  • KRAFT Macaroni & Cheese CHEDDAR EXPLOSION achieved 50% brand awareness in the days following the implosion and prior to any paid media support.
  • The program drove 180,000 new Facebook fans within its first week and 300,000 fans in three months.
  • Media efforts generated 210 million media impressions, including media coverage in USA Today, CNN, Inside Edition, Fox & Friends, Bloomberg, ESPN, Yahoo! News and Dallas Morning News.

Back to Case Studies


Kraft Public Relations

Eleven year-old Casey Rogers of Terrell, Texas, gets ready to trigger the implosion of Texas Stadium, officially launching KRAFT Macaroni & Cheese Cheddar Explosion.