Kraft Dinner
Cheesy goodness mixed with creative concepts.
OPPORTUNITY
Understanding that Kraft Dinner isn't just Canada's ooey, gooey orange cheesy goodness. It's the excitement, and things you can do with it.
INSIGHT
Why are we advertising?
Kraft Dinner has been a staple in Canadian households for ages. The ease, the taste, the preparation time, and especially the low cost have made it a hard product to turn down since its introduction to Canada during the depression era. Although it is something we all know and love, this timesaving comfort food has recently lost its appeal, and Canadian households have been opting for other options and leaving their boxes in the pantry. If this continues, sales of the product will be in risk of decline.
Kraft dinner hopes to dust off the boxes Canadians have been holding onto and bring them back into the forefront as the iconic meal that we all remember it to be. We want everyone to remember being young and experiencing Kraft Dinner for the first time, and we want to bring back the creative ideas and creations that people have mixed together using the bold taste of our cheesy pasta. Specifically we want Kraft Dinner to relive its youth and begin the meal that people can’t help throwing in their cart when they see the blue and yellow box sitting on a shelf. With this we can increase our sales and our market share and bring Kraft Dinner to the level it deserves.
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Who are we talking to?
We’re talking to families. Specifically we will be targeting kids through the memories of their parents. We want parents to remember their first time. We want them to remember the good old days, when their parents would let them pick what was for dinner, and the answer was always the same; Kraft Dinner. Through these comforting memories we want to bring that trend back into households. We want boxes flying off the shelves of grocery stores, and flying off the shelves at home.
What do they think now?
Families of today have become bogged down with healthy choices and costly foods promoting lower amounts of things like calories, gluten, and trans-fats. This without a doubt has made grocery shopping more expensive, but it has also made things less exciting for their children. There is a stigma revolving around food that if there is a label on it stating that something is reduced or taken away that it must be the best choice for dinner.
What do want them to think/do?
We want them to remember that this is what they were brought up on. This is where they learned creativity through food. This is the food they got excited for. Maybe they added ketchup, or baked beans. Even Stephen Harper once mentioned that he likes to add wieners to Kraft Dinner. Far past the taste, and the convenience, we want people to remember the fun and excitement that revolve around Kraft Dinner and that their kids should not miss out.
Why should they?
This is an item that should not be pasted up or forgotten about. This era of Kraft Dinner should continue from generation to generation. Were bringing it back with Kraft Dinner.
With the nickname that Canadians have grown to love, KD.
At least one time in every Canadian’s life, Kraft Dinner made them happy. Anyone who wants a bowl can have one. They’ve enjoyed it with family and friends. From right out of the pot to the leftovers. The picky eaters, the health freaks, the college students and even the grandparents love this brand of pasta.
Kraft Dinner evolved, as they created Easy Mac which is single packages of Kraft Dinner to be cooked in the microwave. It is now faster, easier and more convenient.
Compelling Truths:
No other pasta is this affordable
Quality over Quantity
If you eat Kraft Dinner, you can go and buy that new shirt you were looking at
Maybe I’ll open another box
How many do we have in the pantry? 10? Okay let’s buy more
When’s my appointment? 20 minutes? Time for some Kraft Dinner
Mandatories:
Were bringing it back, with Kraft Dinner. With the nickname that Canadians have grown to love, KD.
SOLUTION
$1 Art Project.
Visual: Kraft Dinner art (necklace, noodle head man, giant sculpture of Kraft Dinner) Emphasize the alternative fun you can have with Kraft Dinner. Contest: make your best art for a dollar. Direct to website contest.
Sometimes one box isn't enough.
Visual: Bathtub, dump truck, or swimming pool filled with Kraft Dinner.
When asked their preferred last meal, 90% of mice chose Kraft Dinner.
Visual: Dark background with a spotlight on a mousetrap with Kraft Dinner on it.
Celebrity Endorsements "How do you KD?" or "What's your KD?"
Visual: Bacon strips - picture of a bowl of Kraft Dinner with bacon strips in it with the host of Epic Meal Time.
Maple syrup - Justin Bieber is known for being a Canadian artist and he loves maple syrup.
Gourmet Ketchup - Barenaked Ladies (referencing song with Kraft Dinner.)
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Kraft Dinner is 78 years old and is still exciting.
Visual: 78 year old woman in a Kraft Dinner pit, throwing Kraft Dinner everywhere.
Kraft Dinner Poutine.
Visual: A bowl of Kraft Dinner Poutine, photographed in a white bowl with a blue curtain. How gourmet.
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*Google images