Johannes Leonardo
Tue, 22 Mar 2022 10:18:15 GMT
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Kraft and Kelis 'Square It' Out for Cheesy Singles Music Video
Sammy Rawal directs dancer Honey Balenciaga in the video for the Johannes Leonardo campaign
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
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
Account
Group Account Director: Elektra O'Malley
Account Director: Jack Beck
Account Supervisor: Jonathan Skewes
Account Manager: Abbye Rhodes
Production
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
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
Production
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
