Kraft Canada has expanded its iconic Kraft Dinner brand into the snack food category with the launch of KD Crackers.
The noodle-shaped, cheese-flavoured crackers hits stores across the country earlier this spring. According to Chetan Dhole, brand manager for Kraft Dinner and KD Crackers, the product is geared to young consumers.
“The primary consumer of this product would be 9-12, kind of the tween area,” said Dhole. “It’s all about giving them the cheesy taste that they love from KD that they can snack on anytime.”
Kraft Canada launched a television spot last month to promote the new product.
Created by Toronto agency Sharpe Blackmore Euro RSCG, the commercial features two boys in a school cafeteria, their studies interrupted when a cafeteria employee drops a box of KD Crackers on the table between them.
One of the boys refuses to believe that Kraft Dinner makes crackers, declaring, “Yeah, and I’m a math-loving monkey.” Upon saying this, the boy instantly morphs into a monkey.
The spot concludes with the voiceover tag line, “Weirder things have happened.”
In addition to the television ad, Kraft has placed print ads in the June issue of its What’s Cooking magazine, featured images of KD Crackers on boxes of its Kraft Dinner pasta and engaged in in-store sampling efforts.
Later this summer, Kraft will partner with YTV for a back-to-school campaign in support of KD Crackers, an initiative that will include creative for YTV’s television and online properties as well as an online contest.
