Kraft American Singles cheese faced fading sales and needed a way to communicate a major benefit of its processed cheese product: it melts better than natural cheese. Focusing on the joys found in an American classic, the grilled cheese sandwich, Kraft invited animators to create 15-second animations to express the positive emotions associated with gooey cheese. This video case study includes a few examples, and a link below goes to the Kraft website with more animations.

The "Have a Happy Sandwich" campaign included MySpace profile which allowed consumers to vote on their favorite animation. The result was over 2,300 friends joining and the page received over 337,000 page visits and an increase in sales.