Kraft Dinner has launched its new social-led campaign across Instagram and Twitter with a digital video and was developed by Kraft Heinz' Canadian Creative AOR, Rethink, who led creative. PR AOR Middle Child, formerly known as The Colony Project, led communications and Carat led media.
Starting October 25, Kraft Dinner (KD)-loving Canadians looking for some cheesy noodles can share a photo of their own empty pot using @KraftDinnerCA and #KraftDipper. In return, KD will fill lucky noodle lovers' pots with delicious KD.
“We know how much Canadians love to eat KD their own way, often straight from the pot. 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,” says Ishani Patel, Brand Manager, Brand Building & Innovation, Kraft Heinz Canada.”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.”