Kraft Natural Cheese
Social / Digital / Print
After losing Sprint at Leo Burnett due to the client’s budget cuts, I was brought on to the Kraft Natural Cheese business to help shore up some print and social work for the campaign they’d just launched (We Make Cheese for How You Love Cheese, featuring Kraft “Cheesemakers”). We were also tasked with creating a concept that could amplify Kraft’s presence on social and deliver more dollars for the agency.
We did just that. The print executed an extension of the TV campaign. The social posts gave Kraft Natural Cheese an identifiable personality. And, our “Challenge a Cheesemaker” social concept (which started as something even bigger, but was dialed back due to operational constraints on the KraftHeinz side) was a huge hit with both the clients and consumers.
Not bad for just a few short weeks of impromptu help.
P.S. the clients were obsessed with the notion that Kraft made a “right cheese” for everyone, which is why you’ll see/hear that phrase from time to time.
The Work
We created a series of 6 videos solving the cheesy challenges presented to us by everyday people.
The original concept (which became “Challange a Cheesemaker”) was all about tapping into the universal love of cheese and its power to bring stray ingredients together—both physically and figuratively.
I adjusted the KNC voice on social platforms, as our target was different for each channel (e.g. millennials on Twitter, moms on Facebook).
The KNC print campaign laddered up more directly to their TV campaign.