KD has been having fun with how to eat Kraft Dinner this month, and now it is bringing its apology for its role in the arguments to store shelves.

Last week, the brand waded into the lighthearted debate about whether a fork or spoon is the “proper” way to eat KD. In a full-page ad satirizing corporate mea culpas, the brand apologized for excluding spoon-eaters by featuring a fork on its box for decades. To back up its cheeky apology, KD released a real limited-time product for spoon-eaters: a box that swaps the fork image out for a spoon.

Kraft Heinz Canada is backing the “Spoon KD” launch with print and digital flyers, as well as disruptive in-store displays that will run for five weeks at grocery banners across the country, including Co-Op, Walmart, Metro, Maxi and No Frills.

Jerome Skeene, brand manager for KD at Kraft Heinz Canada, tells strategy that leveraging the campaign creative for the in-store displays help connect with Canadians for a fully integrated campaign. The assets include a bookcase-style dress-up kit, an end cap kit (below), a base wrap and wobblers.

Given the amount of time shoppers spend in-store making each purchasing decision, Skeene says, Kraft knew it needed to be bold yet clear with its message in order to grab that attention at shelf.

Salt XC is the agency behind the in-store portion of the campaign.

While “Spoon KD” is something of a tonge-in-cheek version of a limited time offering, product innovation is still an ongoing priority at Kraft Heinz. Carlos Abrams-Rivera, the company’s EVP for North America, noted in the company’s February earnings call that the bet it’s making on continuing to invest in renovating key products, innovation and marketing, is paying off, particularly so with mac and cheese.

Last year, for example, it innovated a new product format in KD Flavour Cups, making it available in Spicy Buffalo, Jalapeno and Poutine varieties, flavour innovations it previously arrived at through its flavour boost seasoning packs.