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Kraft Heinz begins new KD campaign

Kraft Heinz has begun a new campaign for its KD line of macaroni and cheese products. Called "Cheese the Moment," the effort is aimed primarily at millennial-aged families and is intended to depict the brand as iconic. The campaign, developed by Taxi 2, consists of a television commercial, online advertising and social media content. The creative portrays the product as offering the comfort and familiarity of childhood. The television ad depicts a group of young adults choosing to watch TV and eat KD rather than sneak into a neighbour's swimming pool. The campaign will run until the end of the year.

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