Challenge

Kraft Dinner aimed to reignite and maintain the cultural relevance of KD with Millennial Canadians. The objective was to:

• Reinforce brand love by referencing a known consumer insight around the “easy” open tab, demonstrating that when the craving hits, consumers have no patience to “gently press”
• Connect with Canadian audiences in high-impact urban environments—focusing beyond traditional highway placements like the Gardiner Expressway.
• Move swiftly, adapting the original 3D concept to meet tight timelines without compromising creative impact.

Solution

We developed a nimble, DOOH-led campaign that replaced the time-intensive 3D activation—allowing us to meet the brief and deliver maximum visibility under tight timelines:

• Strategically selected Astral’s DTSA digital network across Toronto to capture high foot traffic and deliver broad urban coverage.
• Supported by full-page print in the Toronto Star, timed to peak weekend readership.
• Creatively leaned into the insight that KD lovers rip open boxes in their hunger—showcasing shredded boxes across social, DOOH, and print with a cheeky “apology” for the too-craveable design. 
• Collaboration between Kraft-Heinz, Carat, Rethink, and media partners ensured consistent message delivery across all touchpoints.

Results

The campaign exceeded delivery and recall expectations across media channels: 

DOOH: Impressions more than doubled planned numbers — 13.7M planned vs. 27.8M delivered (203% overachievement).

Print: 

• 45% of Toronto Star readers recalled seeing the ad.
• 74% of ad recallers felt the creative took a fresh approach — 64% above national median
• 50% rated the ad highly for attention-grabbing — 52% above national median.

42% of recallers were in or near the market for Kraft Dinner purchase.