‘Underdog food’ like lettuce gets the spotlight in the new Kraft Dressing campaign “Food Deserves Delicious” by TBWA\Chiat\Day.
The campaign dramatizes the role Kraft Dressings play in making food delicious. “It’s a manifesto about underdog foods. You know the ones. The veggies that never leave your vegetable drawer. The “garnishes.” The hard to chew stuff like kale,” the agency said in a press release.
The campaign shows these underdogs being fictitiously celebrated and elevated within American culture with a juxtaposing voiceover to ramp up the absurdity of this notion. This ridiculousness of seeing these foods being celebrated drives home the point that these foods are NOT heroes, until they get a little help from Kraft Dressing.
The new Kraft Dressing campaign launched on June 3 with a :30 KRAFT Ranch Dressing TV ad, starring lettuce. A :45 spot can also be seen on YouTube.
According to the agency, the campaign shows how Kraft Dressings is focused on improving the quality of its dressings, starting with Classic Ranch. Kraft has added more creamy buttermilk and savory herbs to the dressing, and also has a new recipe for Zesty Italian, with more herbs, spices and vegetables. Package graphics have been updated as well.
Kraft Dressings will launch more ads in the coming weeks.
Credits
Kraft Salad Dressing: “Lettuce”
Agency:
TBWA\CHIAT\DAY New York
Executive Creative Director – Matt Ian
Creative Director – Kris Wixom
Creative Director- Alisa Wixom
Copywriter: Ani Muñoz
Copywriter: Reuben Hower
Art Director: Nicholas Troop
Art Director: Chuck Tso
Head of Integrated Production: Chad Hopenwasser
Executive Producer: Jason Souter
Business Affairs Manager: Lisa Rosario
Broadcast Traffic Manager: Betty White Butler
Talent Manager: Charisse Astacio
Group Account Director: Brett Edgar
Account Director: Hayden Lockaby
Account Supervisor: Emilio Rosas
Account Executive: Dilara Cagal
Production Company:
Traktor/Partizan
Director: Traktor
Executive Producer/UPM: Rani Melendez
Director of Photography – Tim Maurice-Jones
Production Designer – Neville Stevenson
Editorial:
Stitch
Editor – Andy McGraw
Executive Producer – Juliet Batter
Post Producer – Chris Girard
Asst Editor – Colin Reilly
Visual Effects:
The Mill
Producer – Dan Roberts
Creative Director – Robert Sethi
2D Lead – James Allen
2D Artists – Brad Scott, Jale Parsons
Matte Painter – Rasha Shalaby
Production Coordinator – Jacqueline Sand
Cont.
Telecine:
Co3
Colorist – Tim Masick
Audio Mix:
Heard City
Executive Producer – Gloria Pitagorsky
Mixer – Eric Warzecha
Music:
Singing Serpent Music
Composer – Rafter Roberts
Executive Producer – Dennis Culp
