Kraft Dinner
Reviving a Canadian Icon
A lil' bit about what was happening...
With more ‘better-for-you’ foods and cheaper private label options available, Kraft Dinner was losing traction on being the top contender in its category.
The real thing that was getting in the way of success...
The more options they had, the less Canadians remembered why Kraft Dinner was their first choice in the first place. In short, Canadians were falling out of love with a well-loved icon.
So, how were we going to solve this?
Remind Canadians why Kraft Dinner has always been the best choice for their bowl.
The mindset of our audience...
They want to stay culturally relevant, constantly looking to new trends and outside opinions to guide their choices. But with voices (and algorithms) telling them what’s better, healthier, or more elevated, they started to second-guess the simple things they already loved. Beneath that pressure was a quieter desire: the freedom to trust their own taste and choose what makes them happy.
The sticky insight that got us thinking...
The more choices people have, the more they rely on others to decide what’s “right.”
How we were going to use it...
Position Kraft Dinner as the brand that celebrates going with your gut. Because if you go with your gut (both metaphorically and literally), you'll often feel good.
And the one thing we needed to say...
You do you.
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We even made a limited-edition run of Dijon Ketchup to connect to the cameo appearance of Steven Page from the Barenaked Ladies.
This gave anyone the chance to live like a millionaire and eat their KD with "really expensive ketchups".
The role I played beyond the brief.
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Led the development of the brand strategy, establishing the platform that inspired and guided the campaign idea.
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Partnered with multiple agency teams to design a robust campaign ecosystem, aligning channels and tactics to ensure the idea showed up cohesively across the full communications mix.
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Collaborated closely with the creative team to develop PR-able ideas that could extend the campaign beyond paid media and generate broader cultural attention.
The results.
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27% Increase in Sales
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4% Increase in Market Share