We wanted to get Quebeckers to rediscover their taste for Kraft Dinner. Once they're adults, some Quebeckers leave it behind, because it seems like college food. Truth is, everyone likes Kraft Dinner, but not everyone wants to admit it. Kraft Dinner, in the eyes of Quebeckers, is a guilty pleasure. So our approach plays on feeling guilty about eating Kraft Dinner, as well as being reluctant to admit it.
The integrated campaign, built around the tagline "Shamefully Good," was rolled out across out-of-home (transit shelters, vertical boards, wild postings, stations backlit) and print, as well as a TV spot and a stunt.
The out-of-home features individuals who don't really fit with our image of the typical Kraft Dinner consumer. All have their eyes censored by a box of Kraft Dinner. A familiar face was hidden among them: that of famous Quebec television host Dany Turcotte.
We offered Kraft Dinner lovers free boxes of KD, becoming their partners in crime. To do so, we turned a bus shelter into a dispenser. Passersby could stop and pick up a free box of Kraft Dinner. When we showed them that being embarrassed about eating Kraft Dinner is totally normal, people felt less guilty about picking up a box.
Result: Kraft Dinner sales went up by 17.4% in three months.
Équipe de création : Nicolas Rivard, Martin Charron
Planification stratégique : Fanny Chabot, Andréa Fortin
Service-conseil : Rachel Desbiens-Després, Rachel McGibbon, Carla Marques
Direction de la production : Jacques Latreille
Photographe : Alain Desjean
