KD looks to the older end of millennial market

'Cheese the Moment' matures the message but keeps it playful

There is perhaps no brand more associated with the carefree days of childhood for Canadian millennial consumers than KD.

Many grew up with the iconic Kraft Dinner macaroni and cheese brand in their pantry, and many more continue to enjoy the product today. As KD’s core consumer matures, however, the brand must also mature with it.

That is the mandate behind Kraft Heinz’s latest campaign, “Cheese the Moment.” Leveraging KDs iconic brand status and authenticity, the new creative platform and strategic re-positioning developed by Taxi 2 incorporates research conducted with millennials both with and without children.

The results of this research proved that even though millennials are growing up, boxes of KD are still closely associated with the carefree days of childhood.

“But the expression of childhood doesn’t necessarily have to be childish or silly,” according a press release from Taxi Canada. “Childhood can also be expressed as familiar, consistent and comforting.”

“Cheese the Moment” seeks to build on that association, evolving it from its previous status as an indulgent, youthful treat.

The campaign, which will be in the market until the end of the year, included a 15-second TV spot as well as online banners and social content. The banner ad campaign pieces slogans together over multiple images, such as “Grab Life,” “and then grab a box of KD,” “and then grab a spoon,” “Cheese the Moment.” Other slogans include “never look back,” “unless back is where the KD is,” and “anything is possible,” “like hotdogs and ketchup on your KD.”

In the launch spot, a dramatic voiceover narrates as a group of young adults sprint in the night towards a neighbour’s backyard pool. “Grab life,” says the voice over, as they reach the edge of the pool. “Never look back. Seize the moment. Unless that moment is something you’re super not into.”

Before jumping into the pool the young adults reconsider their decision and instead head back inside. “You’ve already paid cover to this party,” says the voiceover, as they return indoors. “It’s called rent.”

The young adults ultimately conclude that they’d rather spend their time watching TV and eating KD. Like the brand itself they choose to show maturity and restraint instead of indulgence and mischief.

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