- Kraft today (April 3) announced that it’s unifying all of its sauces, spreads and dressings under a master brand called Kraft Sauces, per details shared with Marketing Dive. The move includes the launch of Kraft Sauce’s first unified brand platform, “It’s not art. It’s Kraft.”
- The Kraft Sauces refresh includes bolder packaging and a modernized Kraft logo. The accompanying creative platform goals to empower consumers to be adventurous within the kitchen while combating today’s culture around high cooking standards.
- The platform, handled by Wieden+Kennedy, will debut on Instagram, TikTok and YouTube with content poking fun at “serious chef culture.” The Kraft Heinz marketer also unveiled five products under a Creamy Sauces line-up.
Kraft is shaking up its over 120-year-old brand by uniting its sauces, spreads and dressings under a Kraft Sauces master brand, a refresh that’s complete with a modernized logo — the primary change of its kind in over a decade — and daring recent packaging. The move aligns Kraft with a lot of others who’ve sought a refreshed look over the previous couple of years. The alternative to refresh and rebrand comes as many consumers are already purchasing Kraft condiments in two or more categories, per release details.
Accompanying the master brand is the launch of the “It’s not art. It’s Kraft.” creative platform, which is inspired by generations of consumers who’ve felt the pressures of high cooking standards in a culture that treats everyone like knowledgeable chef, per release details. Put simply, the platform is rooted in the concept you don’t have to be a chef to make great food, in accordance with Megan Lang, director of brand communications on the Kraft Heinz Company.
“Uniting our sauces, spreads, and dressings under a modernized and consistent brand visual identity and one powerful creative platform is a fantastic step forward in reigniting the iconicity of our Kraft master brand. This brand evolution is rooted in a belief shared by each the brand and our core consumer — that fancy doesn’t mean higher,” Lang said in release details.
The “It’s not art. It’s Kraft.” platform goals to speak that ethos through multiple content series that poke fun at what it bills as “serious chef culture.” The content will run on TikTok, YouTube and Instagram and includes “Not Chef’s Table,” a series that nods to “fancy kitchens and high-brow food” while showcasing accessible and delicious mayonnaise. Another series, “Shouting Chefs” includes videos that may take cues from famous high-intensity skilled chefs and pair it with uncharacteristically positive reinforcements. The efforts might be boosted by paid social and online video.
With the Kraft Sauces rebrand, the marketer can be bringing on five additional offerings as a part of a Creamy Sauces line-up. The products include a Buffalo Style Mayonnaise Dressing, Burger Aioli, Smoky Hickory Bacon Flavored Aioli and two additional aiolis in garlic and chipotle flavors. The sauce selections are inspired by the 77% of consumers fascinated about trying recent aioli flavors, per release details.
With the addition of a recent logo and packaging for Kraft Sauces, parent company Kraft Heinz continues its streak of evolving brands under its purview. Last spring, Kraft Singles rebranded for the primary time in five years, while Jell-O later unveiled a recent logo and packaging for the primary time in a decade. In 2022, Kraft rebranded its macaroni and cheese to advertise a comfort food positioning. The company also hasn’t shied away from creative marketing of late, having this week paired its Velveeta brand with actress Julia Fox to create a cheese-inspired hair dye.
Kraft Heinz saw net sales decrease 7.1% within the fourth quarter, per its latest earnings statement, a decline that was attributed to ongoing consumer pressures. Still, the CPG marketer for the full-year managed to post net sales gains of 0.6%, growth that CEO Carlos Abrams-Rivera expects will proceed this yr with support from brand investments.
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