Kraft Singles: Grilled cheese o'clock

A campaign by Kraft, a food manufacturer, in the USA, increased sales and brand sentiment by showcasing its product as a respite from the pandemic.

Campaign details

Brand: Kraft SinglesBrand owner: Kraft Heinz CompanyEntrant company: Leo Burnett, ChicagoIdea creation: Leo Burnett Chicago, Chicago / Starcom, ChicagoMedia: Starcom, ChicagoMarket: North AmericaSector: Dairy products, fats, oilsMedia channels: Cinema, Online display, Online video, Print - general, unspecified, Social media, Television, Video on demandBudget: 10 - 20 million

Executive summary

For the past two years, Kraft Singles had declining sales due to consumers leaving a category believed to be "processed and fake". In 2020, the tides began to turn as the brand...

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