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Kraft and Kelis 'Square It' Out for Cheesy Singles Music Video

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Sammy Rawal directs dancer Honey Balenciaga in the video for the Johannes Leonardo campaign

Kraft and Kelis 'Square It' Out for Cheesy Singles Music Video

Foodies and music-lovers alike have been dancing in their kitchens to the new Kraft Singles Single 'Square It (feat. Kelis)' since it launched across streaming platforms a week ago. Now, the brand is excited to share the music video for the single - which launched today on the brand’s Instagram page

The music video was directed by Scheme Engine's Sammy Rawal and features dancer Honey Balenciaga cooking and dancing in the kitchen to the Kraft Singles and Kelis collaboration, celebrating all the delicious and gooey ways you can 'Square It' with America’s favourite American cheese. 

The campaign is part of a larger renewed effort from Kraft Heinz to reach their fans through new and creative mediums - like music and entertainment. The brand experienced double-digit sales growth for the first time in over five years as a result of covid which reinvigorated this beloved favourite with new confidence and appeal.

Speaking to the collaboration, Kelis shared how she loves to share Kraft Singles with her family: “On Friday nights it’s of one of those things where we don't get fancy--and so whether it's pizza or chili cheese hot dogs, I'll melt Kraft Singles on top and it gets really creamy-- or I put Singles on cheese fries! Kraft Singles are just comforting and fun, and you don't have to overthink it. It's not fancy, but it's delicious.” 

“The Square It campaign is all about taking Kraft Singles out of the kitchen and bringing the brand into pop culture as we look for new ways to engage with our fans. As a result of the covid pandemic, Kraft Singles has seen double-digit growth for the first time in five years and is bringing its irresistible deliciousness and creamy melt to homes all across America. We wanted to celebrate this so we teamed up with Kelis, the ultimate singer/songwriter meets foodie to launch our very own Singles Single, ‘Square It (feat. Kelis)’, a true celebration of the many uses of Kraft Singles – from grilled cheese to the beloved BEC and everything in between.” - Kylea Pittrich, senior associate brand manager – American Slices

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KH/KRS Clients

President - Meal Foundations, Coffee: Sergio Nahuz

Chief Creative Consultant: Matthew Bull

GM – Cheese: Vikram Singh

VP - Head of Strategy and Development: Jessica Vultaggio

Equity Platform Lead: Anne Field

Associate Director: Alison Kelly

Sr. Associate Brand Manager: Melanie Guidotti

Sr. Associate Brand Manager: Kylea Pittrich


Creative: Johannes Leonardo

Founder: Jan Jacobs

Founder: Leo Premutico

CCO: Julia Neumann

Group Creative Director: Jeph Burton

Group Creative Director: Hunter Hampton

Art Director: Matthew Barton

Copywriter: Zoe Myers

Strat & Comms

Group Strategy Director: Emily Garvey

Strategy Director: Haley Derrah

Strategist: Brenden Smith

Associate Comms Strategy Director: Casey Donahue

Sr Communications Strategist: Cameren Moncrieff


Group Account Director: Elektra O'Malley

Account Director: Jack Beck

Account Supervisor: Jonathan Skewes

Account Manager: Abbye Rhodes


Head of Production: Maria Perez

Group Executive Producer: Brett Fisher

Producer: Frannie Schultz

Producer: James Elio

Producer: Danica Rosen

Producer: Haley Harris

Associate Director, Business Affairs: Cindy Gines

Business Affairs Manager: Joe Bringuier


Design Director: Joseph Dasaro

Sr. Designer: Helen Ratner

Jr. Designer: Bella Gomez

Public Relations

Director of Communications: Elizabeth Hess

Sr. Public Relations Manager: Kimberly Rooney-Lupo

Public Relations Associate: Nana-Saa Kessie


Director: Sammy Rawal

Production Company: Scheme Engine

EP: Jannie McInnes

Head of Production: James Rothman

Rep: Miss Smith

Production Company Toronto: Revolver

EP: Richard Cureton, Luc Frappier

Line Producer: Barclay Maude

DP: John Ker

Choreographer: Addy Chan

Additional Choreography: Honey Balenciaga

Production Designer: Hope Little

Wardrobe: Muska Zurmati

HMU: Celeste Russouw

Post: Scheme Engine

Editor: Eric Barr

VFX: Sammy Rawal

Sound Mix: Lucas Ellman

Colorist: Tricia Hagoriles, Nice Shoes

Categories: Food, Dairy

Johannes Leonardo, Tue, 22 Mar 2022 10:18:15 GMT