The latest ad for Kraft Dinner shows the many ways you can enjoy the dish.
The spot, part of the company’s “You Do You” campaign, features a diverse cast of people, including former Barenaked Ladies singer Steven Page, eating Kraft Dinner. Clad in a full-length fur coat, accessorized with gaudy jewelry, Page is shown making KD in a gold pot and eating it on a luxurious sofa in front of a wall filled with gold discs. Other characters are featured making Kraft Dinner in a coffee pot, a smoothie maker and in a sauna.
Serving as soundtrack is Lesley Gore’s “You don’t own me”.
The campaign, which brings back the brand’s “Gotta be KD” tagline, last used in 2012, debuted on February 24 and is set to run through May 24. It also includes online, video, social media activity, billboards, a season-long sponsorship on Big Brother Canada and a contest across social media (Facebook, Instagram, and Twitter) offering prizes of specially made Dijon Ketchup.
“As an iconic national treasure, KD inspires Canadians to have some pretty strong opinions about the best way to make their favourite dish,” said Nina Patel, Kraft Heinz Canada’s head of brand build and innovation, adding that, “Whether it’s adding extra butter, hot dogs, ketchup, or au natural, as far as Kraft Dinner is concerned, your way of enjoying KD is the best way, no matter how questionable it is”.
