Kraft: You do you

Packaged pasta product, Kraft Dinner, reversed its declining fortunes with its You Do You campaign, re-affirming its place in Canadian pop culture.

Campaign details

Brand: KraftBrand owner: Kraft Heinz CompanyEntrant company: Rethink, TorontoMedia: Starcom, TorontoPR: The Colony Project, TorontoMarket: CanadaSector: Convenience, readymadeMedia channels: Online video, Outdoor, out-of-home, Public relations, Social media, Television, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

In order to turn around an iconic brand that had been declining since 2016, we inspired Canadians to take back Kraft Dinner (KD) and hack it in the most weird and wonderful ways.

This resulted in a 27% growth in sales, which not...

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