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Kraft Heinz breaks new KD campaign

Kraft Heinz has begun a new marketing campaign called "Better Than You Think" for its KD line of macaroni and cheese products. Developed by Taxi, the campaign is aimed at parents and highlights the lack of artificial colours, flavours and preservatives in the products. The creative depicts a woman reassuring other mothers about these qualities at a neighbourhood potluck meal. Media work for the campaign is being handled by Starcom.

"It's no secret that moms are under a lot of pressure, trying to balance health and convenience with finding food her kids actually like," said Nina Patel, marketing director of brand communications at Kraft Heinz. "We know kids love KD, but we also found that parents were pleasantly surprise to learn that KD's ingredient line was in many cases better than they thought. As a result, we wanted to develop a campaign to help moms feel better about serving KD by making her aware of the fact that KD has no artificial flavours, colours or preservatives so she can make an informed decision in the grocery aisle."

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