CP+B reminds viewers that Kraft Mac & Cheese contains protein (like most food items involving dairy products) in a new 30-second spot for the brand, part of its ongoing “You know you love it” campaign.
The spot, entitled “Pots Galore” opens on a mother arriving home and asking, “Did you make Kraft Mac & Cheese for the kids? Did you cook some protein to go with it?” To this, the dad replies that it has nine grams of protein per serving, although the mom has a few questions about his cooking techniques. While the spot attempts to retain the humorous tone of the “You know you love it” campaign, the protein line feels a little forced, and we have a hard time believing anyone is going to purchase this product for its nutritional benefits.
Sara Braun, senior marketing director on Kraft Macaroni & Cheese, explained to Adweek that the approach was about addressing millenial parents who fear their kids aren’t getting enough protein. “It’s about making sure that these parents have the nutritional reassurance they need to feel better about serving Kraft Mac and Cheese,” she told the publication.
Domenico Vitale, founder of People Ideas & Culture, questioned the approached, however, telling Adweek, “The comfort food angle of Kraft has always been very powerful for them. I don’t think they can become what they’re not.”
Two other spots rolling out this month stick more to the brand’s traditional approach, playing for laughs while emphasizing the comfort food angle. One of these, “Young At Heart,” stars Estelle Harris (best known for playing George Costanza’s mother on Seinfeld) as a grandmother who sits at the children’s table at a family event so she can eat Kraft Mac & Cheese. The more straightforwardly comic approach is a much more natural fit for the brand, emphasizing it strengths rather than starting a conversation it may not be ready for.
Credits:
FORMAL CLIENT NAME: Kraft Macaroni & Cheese
CAMPAIGN TITLE: You Know You Love It
EXECUTION TITLE: Young At Heart, Airplane Detour, Pots Galore
AGENCY: CP+B
CHIEF CREATIVE OFFICER: Ralph Watson
VP EXECUTIVE CREATIVE DIRECTOR: Adam Chasnow
ART DIRECTOR (Young at Heart): Jerome Marucci, Tyler Gonerka
WRITER (Young at Heart): Steve McElligott, Emily Salas
ART DIRECTOR (Airplane Detour): Tyler Gonerka
WRITER (Airplane Detour): Peter Knierem, Emily Salas
ART DIRECTOR (Pots Galore): Tyler Gonerka
WRITER (Pots Galore): Emily Salas
VP DIRECTOR OF VIDEO PRODUCTION: Kate Hildebrant
EXECUTIVE VIDEO PRODUCER: Deb Drumm
INTEGRATED PRODUCER: Jamie Slade
- INTEGRATED PRODUCER: Addison Born
PRODUCTION COMPANY & CITY: Hungry Man, Los Angeles, CA
DIRECTOR: Hank Perlman
DIRECTOR OF PHOTOGRAPHY: John Lindley
LINE PRODUCER (PRODUCTION CO): Caleb Dewart
EXECUTIVE PRODUCER (PRODUCTION CO): Kevin Byrne
EDITORIAL COMPANY & CITY: The Now Corporation, New York, NY
EDITOR(s): Owen Plotkin
ASSISTANT EDITOR: Renn Cheadle
EDITORIAL EXECUTIVE PRODUCER: Nancy Finn
POST PRODUCTION COMPANY & CITY: Method, Santa Monica, CA
LEAD COMPOSITOR(s): Kelly Bumgarner
EXECUTIVE PRODUCER: Robert Owens
POST PRODUCER: Paula Jimenez
GRAPHICS / ANIMATION COMPANY & CITY: Method, Santa Monica, CA
MIX COMPANY & CITY: Lime Studios
AUDIO ENGINEER: Mark Meyerhaus, Matt Miller
MUSIC COMPANY & CITY: JSM Music, Inc, New York, NY
EXECUTIVE MUSIC PRODUCER: Joel Simon
EXECUTIVE MUSIC PRODUCER (AGENCY): JSM Music, Inc, New York, NY
MUSIC COMPOSER (Young at Heart): Joel Simon, Koki Saito
TELECINE COMPANY & CITY: CO3 LA
COLORIST: Siggy Ferstl
VP GROUP ACCOUNT DIRECTOR: Kate Frazier
ACCOUNT DIRECTORS: Kevin Sypal
CONTENT SUPERVISOR: Kelly Olech
CONTENT MANAGER: Mary Coffed
GROUP DIRECTOR, PLANNING: Kaylin Goldstein
BUSINESS AFFAIRS: Lisa Gillies
TRAFFIC MANAGER: Tito Texidor