Spoon KD

Entire Advertising Campaign

2023

Rethink, Toronto/Montreal/Vancouver/New York
t: 416-583-2178
w: rethinkideas.com

Ad Agency: Rethink Client: Kraft Heinz, Kraft Dinner Chief Creative Officer: Aaron Starkman, Mike Dubrick Chief Strategy Officer: Sean McDonald Executive Creative Director: Xavier Blais Creative Director: Caroline Friesen, Robbie Percy Associate Creative Director: Nick Noh, Jordan Darnbrough, Karine Doucet Writer: Jordan Darnbrough, Charles Coté Art Director: Nick Noh Strategy Director: Julian Morgan, Jayne Stymiest Producer: Narissa Ward, Annick D'Auteuil Post Supervisor: Shannon Ing Post-Production Company: R+D Productions Digital Producer: Jenna Fullerton Print Producer: Jenna Fullerton Studio Artist: Brad Kumar, Justin Chan, Steph Sherwood, Kostas Loukopoulos Group Business Lead: Adam Ball Group Account Director: Jamie Sutherland Account Director: Allie Kennedy, Catherine Blouin-Mainville Account Supervisor: Katherine Ly Account Manager: Ashlynn Labinaz Director: Amélie Hardy Cinematographer: Christophe Fortin Production Company: Les Enfants Head of Production: Visant Le Guennec Producer: Visant Le Guennec Photographer: Todd Bennett Post-Production Company: R+D Productions Editor: Nick Greaves Online/VFX/Motion Graphics: Darling VFX Colourist: Adam Kemp Audio House: Vapor Music PR Agency: Middle Child Media Agency: Carat Client: Nina Patel, Rachel Drof, Jerome Skeene

The world is divided over how to eat Kraft Dinner, with 43% of people preferring to eat their mac and cheese with a spoon. But for over 50 years, KD has only had a fork on their box and in their ads. So we created Spoon KD, a new KD just for spoon eaters. We redesigned KD's iconic box with just one small change, replacing the fork with a spoon. To tell spoon eaters about it, we apologized to them with a full-page newspaper ad, an OOH campaign and on social.