CPK Frozen
About CPK Frozen
The work made for CPK Frozen runs to 2 verified projects since 2024 — mostly Graphicidentity, Strategy and Brand.
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Mac And Cheese
California Pizza Kitchen turned a viral TikTok complaint about a mac and cheese order missing pasta into a fast-moving, humour-led social campaign that reframed the incident as “Who Unmac’d the Cheese?”. Instead of avoiding the backlash, the brand quickly acknowledged the mistake, responded with playful content across TikTok, including a chef-led explainer and cheeky promotional messaging, and engaged directly with the original creator through a goodwill package. The moment was extended into a nationwide 50% off mac and cheese promotion, transforming negative attention into widespread engagement and measurable business impact, including major follower growth, millions of views, increased search interest, earned media coverage, and a significant uplift in sales.