KRAFT, the household name known for its iconic logo and packaging, is undergoing a refreshing transformation. Spearheaded by SLMBR PRTY’s talented director, Abby Horton, a series of captivating films has been launched to unveil KRAFT’s new look and feel. This marks the first significant change to the brand’s logo in over a decade, accompanied by revamped packaging, social channels, and the introduction of its inaugural unified creative platform – “It’s not art. It’s KRAFT.”
Collaborating with Wieden+Kennedy, Horton’s direction brings a fresh perspective to the table, infusing the campaign with cinematic flair and a touch of satire. The films cleverly parody popular food shows, employing dramatic lighting, sweeping music, and tongue-in-cheek dialogue to showcase the everyday utility of KRAFT products.
Each film takes viewers on a culinary journey, from simple snacks to classic sandwiches, all enhanced with the unmistakable touch of KRAFT. Horton’s keen eye for detail, coupled with Director of Photography Matthew Chavez’s expertise, ensures that every frame captures the essence of the parody while maintaining a sense of authenticity.
In one film, a snack enthusiast proudly reimagines his creation of baby carrots and KRAFT ranch dressing, humorously claiming credit for his culinary masterpiece. Another film features a woman effortlessly preparing a BLT with KRAFT mayo, only for the narrator to realize they’ve focused on the wrong chef – she’s just a home cook!
Horton’s creativity shines through in a series of vertical films, where a passionate chef appears to berate home cooks for their culinary choices. However, his outbursts are paradoxically filled with praise for their use of KRAFT products, adding a delightful twist to the narrative.
Explaining her approach to the films, Horton highlights the comedic element of the chef character, whose exaggerated antics contrast with the genuine appreciation for KRAFT’s offerings. By infusing parody and satire into the campaign, Horton adds a layer of humor that resonates with audiences and showcases KRAFT’s playful side.
The campaign, titled “It’s not art. It’s KRAFT,” marks a bold step forward for the brand, inviting consumers to embrace the everyday joy of cooking with KRAFT. With its witty dialogue, captivating visuals, and humorous tone, the campaign reinforces KRAFT’s position as a trusted companion in the kitchen.
Launched in April 2024 in the United States, the campaign comprises digital and direct media assets, signaling KRAFT’s commitment to engaging with consumers across various platforms. As KRAFT continues to evolve, “It’s not art. It’s KRAFT” promises to delight audiences and redefine the brand’s creative identity in the food industry.
