KD is getting a facelift to make further inroads with a younger demo, marking its “next era.”

In addition to a new logo and packaging, its new brand platform “Gotta be KD” is about encouraging younger consumers to be creative when it comes to making a bowl of KD in their own personalized way. KD unveiled its makeover today with a launch film, OOH, and social assets.

“Designed to appeal to the younger generation… the new brand platform celebrates KD’s iconic legacy and signals its bold vision for what’s to come,” says Scott Lougheed, associate director, marketing at Kraft Heinz, who adds that the platform highlights today’s many societal pressures and the challenge to find a moment where “you can feel like your truest self.”

The hero spot, set in a Walmart-like grocery store as well as a fine dining establishment, shows people daydreaming about a bowl of KD and features the song “I’ve Gotta Be Me,” by Sammy Davis Jr. “As a brand that has always celebrated originality and self-expression, the ‘Gotta be KD’ platform empowers people to embrace their true selves, creatively showcasing how KD is the ultimate convenient dish for every occasion and, most of all, encourages fans to feed the real you,” adds Lougheed.

“This launch has a broad traditional spend against TV and OOH alongside more targeted spend across digital and social to ensure we’re connecting with consumers at contextually relevant moments,” Lougheed says. He tells tells strategy it is supporting the launch with robust activations in both e-Comm and retail, deploying new POS assets and key visuals. “The aim is to deliver a holistic experience from consumers, across all channels.”

KD is also introducing “Cancel Coverage,” a special fund designed to cover restaurant reservation cancellation fees. For the next month, the first 500 Canadians who upload their cancellation fee receipt on kdcancelcoverage.ca can receive a partial reimbursement (up to $25) on a first come, first served basis. The move is informed by Gen Z being stressed out and ties into the hashtag “JOMO” (otherwise known as the joy of missing out), which has racked up nearly 50 million views on TikTok.

The brand has been going after younger consumers lately, taking to Twitch to debate the merits of new flavour innovations, for example. It’s also engaged with younger users by releasing a new KD box, issuing a mea culpa to those who eat it with a spoon rather than a fork, saying it “forked up.” KD Cups, meanwhile, are being positioned as snacks to adapt to youth consumer behaviour that goes beyond dinner.

This campaign was managed by the brand’s AORs. Rethink led creative, Carat led media, JKR led the rebrand design, The Kitchen led community management and Middle Child managed PR and influencers.