KRAFT ZESTY
To shake up an overly-pragmatic category, we decided the best way to get women excited about dressing was by undressing a hot guy in the kitchen.
So what we made was a twist on a cooking show. Only it was less of a cooking show and more of an excuse to get an extremely hot man on camera. Talking to you and only you, because you deserve it.
Ladies, meet the Zesty Guy
THE ZESTY GUY SAYS HEY
THE ZESTY GUY SLAPS SOME DOUGH
THE ZESTY GUY GETS STEAMY
THE ZESTY GUY SHOWS A LITTLE LEG
GETTING ZESTY ON BRAVO
To get this sculpted physique the exposure it deserved, we partnered with Bravo, whose particularly vocal fanbase is teeming with our target audience. We wrote three additional contextually-relevant spots in which our Zesty Guy wove Real Housewife inside jokes into his culinary repertoire. These spots aired throughout primetime programming on a Monday night, which included season finales and premieres so lots of women were sure to tune in.
The buzz around “the hot guy from the Kraft commercials” built throughout the night, then culminated with The Zesty Guy as the sexy guest bartender on Andy Cohen’s Watch What Happens Live. And yes, by the end of the show he had lost his shirt.
Here’s how the New York Times explains it (click here to read the article)
