KD is challenging the notion it can only be enjoyed at certain times of day, especially when they are using an easy-to-make, on-the-go format.

Even though they are full of Kraft Dinner, the new campaign says that KD Cups are more like “second lunch cups,” or “Kraft 3 p.m. slump cups.”

“We know that our fans’ preferences and consumer behaviours are constantly evolving and, beyond dinner, KD has become an increasingly popular choice for a mid-afternoon pick-me-up or late-night snack,” explains says Rachel Drof, director of brand communications for KD at Kraft Heinz. “As a brand, we’re always actively listening and looking to lean into these emerging trends and strive to provide consumers with innovative ways to enjoy their KD.”

Last year, KD took to Twitch to debate the merits of its new flavours, and it’s back on the platform again, using dynamic creative optimization to deliver the most relevant creative and a non-intrusive ad experience using the Mirror-C format, which allows ads to play without interrupting a stream. Drof says different consumer interests and the time of day a user is watching will be used to deliver tailored videos through connected TV, reaching the target of students and on-the-go professionals.

According to Drof, the Kraft brand placed a particular emphasis on digital activation; however, knowing its goal is to intersect snacking culture in a way that’s relevant for both new and existing KD fans, contextually relevant OOH is being placed in select cities close to grocery stores, gyms and leisure centers, general transit stations and school campuses.

The OOH ads are being placed in Toronto, Montreal and Vancouver. Canadians are also encouraged to share their own creative snacking occasions and submit them at KDCups.com for a chance to win a free KD Cup coupon.

According to Drof, spending for the “More than Just Dinner” campaign is at a similar level compared to other cultural driven initiatives.

The campaign was developed by KD’s creative AOR Rethink, with Carat on media and Middle Child leading PR and influencer support.