Kraft conducts KD Cups campaign
By Derek Winkler
Kraft Heinz has begun a new promotion in Canada for its Kraft Dinner macaroni and cheese product line called “More Than Just Dinner.” Developed by Rethink, the campaign promotes the brand’s KD Cups product as a snack food. The effort consists of executions on streaming video service Twitch, along with out-of-home ads in Toronto, Montreal and Vancouver, placed near grocery stores, leisure centers, transit stations and college and university campuses. Consumers can also submit their own favourite snack times at <http://www.kdcups.com> for a chance to win a coupon for the product. Some entrants will also win a KD Cup customized with their preferred name. Media work is being conducted by Carat, with public relations and influencer activities by Middle Child.
“We believe there’s no wrong way or wrong time to eat KD,” said Jerome Skeene, brand manager for Kraft Dinner. “In fact, we’re now celebrating those snackable moments and partnering with select Canadian TikTok influencers to creatively demonstrate the convenience of KD Cups into their daily routine. From creative KD Cup names like Kraft Second Lunch Cups and Kraft Midnight Snack Cups, this campaign is designed to encourage snack-loving fans to prepare their favorite cheesy KD Cup in just three and a half minutes, a quick and convenient cook time.”