KD just wants you to have fun

Care to purchase a pair of "funderpants?" Kraft Dinner's got you covered. But stash your money. They want you to juggle as payment.
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Kraft Dinner wants consumers to get their fun on in exchange for goods. We’re talking KD swag, such as “noodle socks,” KD “funderpants” (aka, underwear) and T-shirts.

The brand is launching a travelling pop-up shop, where consumers can go “buy” these items. But the cost isn’t a financial one: people get their “funderpants” by having a grand ‘ol time. That is to say, people will be encouraged to do an activity such as juggling Kraft Dinner boxes, rapping a KD ballad or showing off their best dance moves in exchange for one of these items, says Kristen Eyre, brand director, Kraft Dinner.

The shops launch July 16 in Toronto, before moving on to Vancouver and then Montreal, and will run until early August. KD Fun Kiosks will also rove the cities, popping up in so-called “unfun” places like transit stops and dry cleaners.

To get the word out and drive traffic downtown (or to the unfun pop-up kiosk locales), the push will rely on a PR play and digital campaign. Agencies working on the stunt include Anomaly for creative, Mosaic for experiential, Edelman on PR and Starcom on media.

Only one in five Canadians are having fun at any given time, says Eyre, pulling data from a “fun survey.” Other findings include that 53% of adults aged 35 to 44 spend less than 30 minutes a day having fun, and that living in rural areas means you’re more likely than those in downtown cores to have fun (60% versus 36%, respectively).

The physical fun shops follow a digital push in June, whereby consumers were invited to participate in flash sales on the brand’s Facebook page. The same prizes were up for grabs, and to demonstrate the “fun” they were having, they were asked to play one of two games (Noodle Chomp or Noodle Blaster).

In the month the digital shop ran, 3,000 items were “bought” (and paid for with “fun”), clearing the brand’s inventory, with 43,000 people visiting the Facebook store. One in two players who got swag shared the experience on Facebook, while people spent an average of seven minutes participating in the experience, says Eyre.

The entire campaign is a continuation of the brand’s new platform, launched in April, encouraging Canadians to have fun, and is part of parent company Kraft’s overarching strategy to create magnetic brands centred on tapping into emotional connections and reaching out to demos based on psychographics. As such, the new campaign isn’t targeted at a single group, but rather looks at the entire spectrum of Canadians, hoping to reach people who just want to have a youthful mindset, she says.

“We wanted something tangible to remind Canadians to let their fun out long after the [shopping] experience they would have had online or at the experiential store,” Eyre says of why they decided to create KD swag. “It was a unique way to keep reminding them to let their fun out and keep our mission top of mind.”