- Kraft is uniting all of its sauces, spreads and dressings under one umbrella brand, Kraft Sauces, with the uniting platform, “It’s not art. It’s Kraft.”
- The brand refresh includes new packaging, a modern logo, new social channels and the addition of five new aiolis and sauces under a new “Creamy Sauces” line.
- The new “master brand” will launch via a campaign that pokes fun at serious chef culture and high-intensity reality chef television programming. The campaign will debut on the brand’s Instagram, YouTube and TikTok channels and will be supported through paid social and online video advertising.
The prevalence of social media has led to impossibly high standards in many areas of life, but perhaps no more so than in food and food preparation. At a time when everyone is looking for food hacks, taking pictures of their latest dishes and showing off their perfectly plated latest creations that they just “whipped up” from nothing, the idea of just making something simple and tasty can be intimidating.
Kraft’s new initiative to bring its sauces, spreads and dressings under one uniting platform, “It’s not art. It’s Kraft,” is meant to demystify that overly fussy nature of food and note that sometimes getting the depth, tang and spice one desires is as simple as turning to the brands you already know.
“Our brand evolution – including our first-ever master brand creative platform – is rooted in a belief shared by both the brand and our core consumer – that fancy doesn’t mean better,” said Megan Lang, director of brand communications at the Kraft Heinz Company. “We’re proud to support our fans who want to enjoy and explore delicious food, anyway it feels good to them because you don’t need to be a chef to make food that tastes great.”
According to Lang, nearly a third of Kraft’s consumers are already purchasing Kraft sauces in multiple categories and 92% of them are interested in trying and wanting new flavors. Bringing all of the brand’s sauces, spreads and salad dressings under one master brand creates a toolkit for consumers to use however they like, she said.
“Kraft knows there are plenty of people who want to make delicious food and…that’s it,” said Lesley Scheuermann, copywriter at Wieden + Kennedy, the agency that developed the platform, in a statement. Since Kraft has always been about the simplicity of things that taste good, we knew they were the voice for these people: the many, the proud, the not-chefs.”
The brand is introducing the “It’s not art. It’s Kraft,” platform first through its social channels with content that playfully skewers the often overly serious chef culture. The first round of content, “Not Chef’s Table,” depicts people making simple food, such as a BLT sandwich, as if it were a culinary masterpiece because it uses Kraft condiments. A second content series, “Shouting Chefs,” takes cues from the high-intensity celebrity chefs who, rather than berating people for using store-bought condiments, praise them for their ingenuity.
“The new creative platform is inspired by generations of fans who have experienced the stress of impossibly high cooking standards in a culinary culture that treats everyone like professional chefs,” Lang said. “Across all elements of the platform, Kraft Sauces is here to playfully convey that fancy doesn’t always mean better.”
