Leo Burnett has unveiled its first work for Kraft’s struggling Jell-O brand with the 30-second spot “Faces.” Kraft shifted its Jell-O account from CP+B to Leo Burnett as part of a broader consolidation announced in December.
Set to the song “More Smiles” by Los Angeles duo The Jump Ups, “Faces” shows a variety of Jell-O creations built to resemble smiling faces, with the text “101 ways to make you…” temporarily interrupting the action. The ad ends with a father and daughter laughing while mixing up some Jell-O in the kitchen, followed by the tagline, “made with J-E-L-L-O-V-E.” It marks a shift in focus for the brand, as it emphasizes the moments families share when they make Jell-O products.
“What we found is that Jell-O is a catalyst for these incredible bonding moments between parents and their kids and the experience in making the product is really where all the emotion exists,” Jell-O Brand Director Noelle O’Mara told AdAge.