When it comes to cooking, things do not always go to plan. And that is exactly where Kraft Shredded Cheese comes in.

Shred Happens was born from a simple truth: 's#*$ happens' in the kitchen & in life, but with Kraft, you can always turn it around; One sprinkle, one melt, one shred at a time.

To spread awareness of the new Kraft Shredded Cheese and its incredible versatility, we took the campaign across Singapore in a big, bold, unapologetically cheesy way. From iconic placements at Raffles Hotel and Somerset MRT to high-impact placements across the city, we wrapped Singapore in a message that made people smile, laugh, and crave cheese.

The campaign showcased how Kraft Shreds fits effortlessly into every meal and every moment, from quick weekday dinners to kids’ lunches, from home cooks experimenting in the kitchen to chefs elevating their dishes. The message was crystal clear: It is good in anything. Good in any way.

Whether you are fixing a cooking mishap or levelling up a favourite dish, Kraft Shreds welcomes everyone to do it their way.

Because in the kitchen, when things go wrong…

Shred Happens.