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Kraft Dinner begins Big Dipper promotion

Kraft Heinz Canada has begun a social media promotion for its Kraft Dinner product line. The brand has named 21 stars that appear to be inside the Big Dipper after ingredients and objects related to macaroni and cheese using a star registration service. These names include Milk 3.25, Elbow, Butter, Fork and Spoon. According to the company, the intent is to depict the constellation as an empty pot to be filled with Kraft Dinner. Consumers are invited to submit photographs of empty pots via social media for a chance to win Kraft Dinner products. The campaign was developed by Rethink, with public relations by Middle Child and media work by Carat.

“We know how much Canadians love to eat KD their own way, often straight from the pot,” said Ishani Patel, brand manager at Kraft Heinz Canada. “In fact, when many Canadians see an empty pot, they immediately crave a box of pure cheesy comfort. Knowing the Big Dipper is the biggest of all pots, we knew we had to fill it with the goodness of KD. We’re always looking for clever and fun ways to engage and reward our fans, and turning the Big Dipper into the most delicious pot of KD in the universe, while filling Canadians’ empty pots, felt like the perfect synergy.”

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