Category: Titanium and Integrated
Advertiser: KRAFT
Product/Service: KRAFT
Agency: CRISPIN PORTER + BOGUSKY
Vice President/Group Creative Directors: Bill Wright/James Dawson-Hollis (CP&B)
Associate Creative Director: Cliff Leicht/Wendy Leicht (CP&B)
Integrated Producers: Carolyn Johnson/Andrea Krichevsky (CP&B)
Integrated Editor: Wayde Samuel (CP&B)
Senior Integrated Radio Producer: Jason Gagnon (CP&B)
Group Media Director/Social And Mobile: Kristen Fox (CP&B)
Vice President/Group Account Director: Kate Frazier (CP&B)
Content Management Supervisor: Tamsin Mariner (CP&B)
Content Manager: Jessica Francis (CP&B)
Assistant Content Manager: Carrie White (CP&B)
Talent Liason: Fred Haring (CP&B)
Assistant Talent Liason: Sean Mundy (CP&B)
Partner/Worldwide Chief Creative Officer: Rob Reilly (CP&B)
Senior Vice President/Kraft Grocery: Chris Kempczinski (CP&B)
Senior Director of Advertising/Kraft Grocery: Christopher Miles (CP&B)
Senior Brand Manager/Kraft Mac & Cheese: Noelle O'Mara (CP&B)
Producer: Carolyn Johnson (CP&B)
Content Supervisor: Spencer Holmes (CP&B)
Media placement: PR - news outlets, online, etc. - 3 March 2011
Media placement: Broadcast - Today Show, Late Night with Jimmy Fallon, Entertainment Tonight, etc. - 3 March 2011
Media placement: Online News - TIME, The Wall Street Journal, ABCNews, and many more - 3 March 2011
Media placement: Social Buzz - People.com, gather.com, allaccess.com, etc. - 3 March 2011
Describe the campaign/entry
KRAFT Macaroni & Cheese had been a staple in most American’s pantries since 1937. However, a series of advertising campaigns that started in the 1970s positioned it as a food for kids. Over time, grown-ups didn’t give it much thought.
So, we launched the 'You know you love it' campaign, featuring the iconic macaroni noodle. It reminded adults of the taste they knew they loved. But nearly 40 years of kids’ advertising couldn’t be reversed overnight, so we were constantly searching for ways to keep this 75-year-old brand current.
When we came across a YouTube video of Ted Williams, a homeless man with a Golden Voice, we saw an opportunity to give a man down on his luck a second chance. What better way to remain relevant than by aligning with culture? Less than 48 hours after the video of Ted went viral, we cast him as our TV voiceover talent.
Describe how the campaign/entry was launched across each channel in the order of implementation
Ted’s story inspired us, but we had to move quickly to connect with him. It was Wednesday, January 5th at 9 am, and we wanted Ted to record the voiceover for the KRAFT Macaroni & Cheese spot airing four days later in the KRAFT Fight Hunger Bowl, as well as the new creative we were debuting during the “Golden Globes” the following week.
We had 36 hours to:
• Get KRAFT approval
• Find Ted and ask him to be our voiceover talent
• Activate Public Relations support
• Get Ted to announce his new job while he was live on the Today Show
• Record Ted
• Finish the commercials
• Edit a ‘making of’ video for the press and YouTube
• Ship a commercial to ESPN for that Sunday’s KRAFT Fight Hunger Bowl game
And we executed the plan flawlessly.
Give some idea of how successful this campaign/entry was with both client and consumer
Though we did not begin the process of hiring Ted with a specific sales goal in mind, it made a big impact on the business. During the week Ted was hired and the week immediately after, sales went up by 38% as compared to 2 weeks prior.