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...