Kraft Dinner wants to demonstrate that it is present in every moment of its consumers’ daily lives.
The Kraft Heinz brand is launching a digital campaign, “Kraft Dinnerware,” to promote its new LTO, which includes two plates and a spoon in a golden colour (similar to the colour of mac and cheese). The creative emphasizes the brand’s mac and cheese as a Canadian pantry staple.
“For so many, KD is more than just a meal; it’s a ritual that has fans reaching for the same spoon, bowl and container through every stage of life,” Kraft Heinz Canada head of brand communications Brian Neumann tells strategy.
The new collection, developed in collaboration with luxury home décor brand Ann Sandra and design store Les Ottomans, will be available starting on Monday.
Neumann says the campaign’s goal is to engage Gen Z and younger Millennials in a new way and, for that reason, the brand wanted to appear in places where it could connect with them.
“We’ve been focused on ways to cut through the clutter and competitive noise and get relevant brand messaging in front of the right audience,” he says.
The media plan involves an ad spend on Reddit, including a 24-hour campaign in the food and beverage category, as well as content on the company’s own social networks emphasizing how simple it is to purchase the new product.
The brand has also developed an earned media strategy targeting news, lifestyle and home décor media outlets across the country. It is also giving away customized dinnerware to different creators, who will promote the products on their social channels.
Neumann says Meta will help the campaign reach the largest number of people in its target audience, which will help increase awareness of the brand and the campaign overall, while the Reddit inserts will help the brand engage with the public by sparking conversations among KD customers on a relevant platform they already participate in.
The campaign is part of the new approach KD has adopted since September 2023, when it launched a new logo and packaging, as well as a new “Gotta be KD” brand platform, which aims to encourage younger consumers to be creative when it comes to creating their own KD meal.
It also builds on the “KD 2-4” campaign launched last May, Neumann says.
For that campaign, KD tapped into a long-standing craft tradition by helping beer consumers stock their vacation pantries for the Victoria Day long weekend with a free 24-pack of KD cups available at The Beer Store. The company promoted the product through in-store signage at select locations, and with OOH ads across the GTA.
Rethink is behind creative, while Carat handles paid media and Zeno Group is in charge of public relations.
