Problem: Process cheese sales are down and Kraft Singles needs to gain brand awareness with first time mothers.
Key Insight: We found that motherhood is being glamorized, but we know the truth. Being a mother isn't always easy. Moms have to be ready for the surprises that life gives them. The little instances of love and laughter that upgrade the human experience. Just like our mothers, we wouldn't want it any other way. Nothing can take the place of these defining moments, just like nothing can
replace a Kraft Single.
Key Insight: We found that motherhood is being glamorized, but we know the truth. Being a mother isn't always easy. Moms have to be ready for the surprises that life gives them. The little instances of love and laughter that upgrade the human experience. Just like our mothers, we wouldn't want it any other way. Nothing can take the place of these defining moments, just like nothing can
replace a Kraft Single.
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Full campaign below.
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My team won first place with our Kraft Singles Campaign at The One Club Creative Boot Camp held in Chicago on March 22, 2017. |