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Delicious Microwaved Eggs? 'Get Outta Here' Says Kraft Heinz in Latest Campaign

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Just Crack an Egg’s fluffy egg scramble takes centre stage in spot from Goodby Silverstein & Partners

Delicious Microwaved Eggs? 'Get Outta Here' Says Kraft Heinz in Latest Campaign

Kraft Heinz brand, Just Crack an Egg, known for its deliciously simple scramble bowls made with fresh eggs, has launched a new campaign. The breakfast solutions break is embracing people’s hesitation with microwaved eggs and proving skeptics wrong with a new creative campaign that launched April 19th.

The campaign takes a tongue-in-cheek approach to compare other unfathomable innovations with something as novel as a microwavable egg scramble.

As the new tagline 'Get Outta Here' suggests, Just Crack an Egg’s fluffy egg scramble from the microwave might seem as unconventional flight once did, but it’s a delicious way to get a hot, fresh, convenient breakfast option. The new spot, 'Flight', pokes some fun at microwaved egg skeptics and will debut in 15-and :06 formats on TVC, OLV and social channels, marking the first new creative released from the brand since 2018. 

Just Crack an Egg teamed up with agency Goodby Silverstein & Partners in a rigorous research and strategy sprint to refresh the brand and challenge the theory that tasty breakfasts take time.

“At Just Crack An Egg we’re a little obsessed with eggs —new products, new flavor combinations and introducing people to new ways of cooking them,” said Kraft Heinz brand manager Maureen O’Neil. “But we understand not everyone is a going to be as open to the idea of microwaving eggs. So what better way to introduce a rather unconventional cooking method than point out other seemingly ridiculous ideas that are now commonplace? This campaign is a nice reminder that all new and great things are met with a bit of hesitation.”

“In a category overrun with light music and morning sunlight streaming through the window, we knew we had to break up the conventional breakfast advertising tropes,” said Nick Guerten, marketing director, Just Crack an Egg. “The strategy is smart. And the comedy makes these memorable.”

“In testing many people had a hard time with the idea of microwaved eggs,” said Lauren Zeinfeld, strategy director of marketing, Kraft Heinz. “But after one bite they all shared the same reaction – ‘Get outta here!’ We’re just holding a mirror up for consumers to watch their own skepticism play out in real time on TV.”

“Vacuum cleaners, escalators, curling irons—there’s no shortage of once-novel ideas we all take for granted,” said GS&P associate creative director Anthony O’Neill. “Hopefully these are just the first in a long line of iconic microwave journeys through time and space.”

“Brand Camp is what it sounds like: a boot camp for a brand,” said GS&P associate creative director Rony Castor. “So it puts us on a fast track not only to make great work but to develop a tone and identity for the brand that lasts. It’s a true partnership.”

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Client

VP, Head of Strategy and Development: Jess Vultaggio

General Manager: Andrew Louie

Strategy Director, Marketing: Lauren Zeinfeld

Marketing Director: Nick G

uerten

Brand Manager: Mo O’Neill

Associate Brand Manager: Christine Tang

Creative

Co-Chairmen: Jeff Goodby and Rich Silverstein

Chief Creative Officer: Margaret Johnson

Associate Creative Directors: Rony Castor & Anthony O’Neill

Art Director: Stevan Chavez

Copywriter: Mike Gallucci

Art Director: Matt Dunn

Copywriter: Dan Greener

Designer: Tana Cieciora

Account Services

Managing Partner: Brian McPherson

Group Account Director: Becca Morris

Account Director: Ellen Lovoy & Mosito Ramaili

Account Manager: Carmen Guan

Brand and Communication Strategy

Partner, Head of Brand Strategy: Bonnie Wan

Partner, Head of Communication Strategy: Christine Chen

Group Brand Strategy Director: Kelly Evans-Pfeifer

Head of Brand Camp: Graham North

Brand Camp Strategic Development Manager: Ariel Berk

Brand Strategy Director: Gabriella Dishotsky

Group Communications Strategy Director: Dong Kim

Research Strategy Director: Lauren Adrover

Production

Director of Broadcast Production: Leila Gage

Executive Producer: Tess Kenner

Producer: Stella Kang

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Manager: Yelena Kompaneyets

Production Company

Company Name: OPC

Production Company City: Toronto

Director: Clay Weiner

Director of Photography: Adam Marsden

Production Designer: Jesson Moen

Executive Producer: Isil Gilderdale

Producer: Max Brook

Editorial Company

Company Name: Whitehouse Post

Editing Company City: Chicago/Los Angeles

Editor: Matthew Wood

Assistant Editor: Joe Carugati

Producer: Jordan Stricklin

Executive Producer: Joanna Manning

Audio and Sound Design Company

Company name: Lime Studios

Sound Design Company City: Los Angeles

Sound Designer: Michael Anastasi

Audio Engineer: Joel Waters

Assistant Mixer: Collin Thomas

Executive Producer: Susie Boyajan

Producer: Kayla Phungglan

VFX Company

Company name: Carbon

Head of Production: Matthew McManus

VFX Producer: Maggie Robinson

VFX Flame Artist: Pete Mayor

Color Producer: Dan Butler

Color Grade: Aubrey Woodiwiss

Assistant Grade: Ale Amato

RIGHTS CLEARANCE / ESTATE REPRESENTATION

COMPANY NAME: Greenlight, part of BEN Group inc.

TALENT CLEARED : The Wright Brothers

SENIOR CLIENT MANAGER: Inelee Castro

Genres: Comedy

Categories: Food, Convenience

Goodby Silverstein & Partners, Tue, 20 Apr 2021 16:14:24 GMT