Kraft Dinner is launching a digital campaign to introduce its new LTO and highlight the brand’s mac and cheese as a Canadian pantry staple.

The “Kraft Dinnerware” campaign features the brand’s new line of gold-toned dinnerware, which will be sold nationwide beginning this Monday. The media plan involves an ad spend on Reddit, including a 24-hour campaign in the food and beverage category, as well as content on the company’s own social networks emphasizing how simple it is to purchase the new product.

The brand has also developed an earned media strategy targeting news, lifestyle and home décor media outlets across the country. It is also giving away customized dinnerware to different creators, who will promote the products on their social channels.

Kraft Heinz Canada head of brand communications Brian Neumann tells Media in Canada that the campaign’s goal is to engage Gen Z and younger Millennials in a new way and, for that reason, the brand wanted to appear in places where it could connect with them.

“With Meta being the social platform with the highest number of users, it was chosen to help the campaign reach the largest number of people from our target audience, helping boost awareness for the brand and this overall campaign,” Neumann says. “Placements on Reddit help the brand to engage with the audience by sparking conversations among KD brand lovers and enthusiasts in an authentic and relevant platform they are already engaging in.”

The campaign is part of the new approach KD has adopted since September 2023, when it launched a new logo and packaging, as well as a new “Gotta be KD” brand platform, which aims to encourage younger consumers to be creative when it comes to creating their own KD meal.

It also builds on the campaign “KD 2-4” launched last May, Neumann says. “While this launch is unique for us, campaigns like ‘Kraft Dinnerware’ and ‘KD 2-4’ are two of our latest campaigns aimed to bring our new rebrand to life for fans.”

The “KD 2-4” campaign tapped into a long-standing craft tradition by helping beer consumers stock their vacation pantries for the Victoria Day long weekend with a free 24-pack of KD glasses available at The Beer Store. The brand promoted that campaign through in-store signage at select locations, and OOH ads across the GTA.

“From new innovations to unexpected collabs and everything in-between, 2024 will focus on building brand love and consideration with a younger audience, cementing the idea for them that ‘it’s gotta be KD’,” Neumann says.

Carat handles paid media and Zeno Group is in charge of public relations. Rethink is behind the creative.