KD cracks the lunchbox crowd

In promotion of its new product, Kraft Dinner Crackers, the brand will leverage current TV spots in print and a back-to-school partnership with YTV in August.

Anyone can make Kraft Dinner, but the iconic instant mac ‘n’ cheese brand made it even easier with the launch of a new product earlier this year: Kraft Dinner Crackers. Targeting the 6-to-12 lunchbox demo, a back-to-school promotion with YTV includes prizing and online sponsorships, via a media deal brokered by Starcom MediaVest Group. It will leverage current television spots called ‘Weirder Things Have Happened,’ created by Sharpe Blackmore Euro RSCG, which have been airing nationally since April and will move to YTV in the summer.

‘We know the cheese cracker category is growing,’ says Chetan Dhole, KD brand manager, about the decision to launch the new product in March. ‘We’re leveraging the great iconic brand that we have in Canada around KD…to be able to bring consumers that experience and occasion any time of the day,’ he tells MiC.

Targeting moms who have the purchasing power in the house, Kraft will also promote the new product in its What’s Cooking magazine delivered to more than a million readers across Canada this summer, as well as in-store sampling and on-box KD promotions.