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Kraft Canada is on the charts thanks to an original song commissioned for TV spots for the company’s Triscuit crackers.
According to research conducted by Kraft, consumers viewed Triscuit as an outdated brand, said Natalie Redman, brand manager, Kraft Canada.
To challenge this perception, Kraft’s agency Sharpe Blackmore Euro RSCG Canada set out to develop new spots with an upbeat vibe that would boost the brand.
To give the spots an energetic feel, Kraft, like many brands, looked to existing current music to help promote its message, said Redman.
When they couldn’t find a song that met their needs, Kraft commissioned local Toronto artist Andi to write and perform a 30-second song.
Sharpe then pitched the idea to commission a three-minute version of the song, to be released as a stand-alone single, before the campaign launched in January.
“The thinking there was if we get the song out there and we push it, then it will halo back to the brand once the TV commercial starts to air,” said Redman.
The commercials follow a woman as she moves throughout her busy day. Each frame is surrounded by the weave of a Triscuit cracker.
The commercial runs in English Canada until the end of the month, and until June in Quebec. Starcom MediaVest handled the buy. A three-minute French-language version of the song was not produced.
Kraft Canada owns a portion of the rights to Good Morning Sun, which at press time, was 99 on the main adult contemporary charts.
The single was distributed through Universal Music including iTunes and is playing on Proud FM, Sirius Satellite, 102 Clear FM, Radio Global 1, and was featured on Breakfast Television in Toronto for four weeks.
A remix of the song will be distributed along with Triscuits, to health clubs and fitness instructors across Canada.
A Facebook group, MySpace page and YouTube video also promote the song.
