Kraft Dinner Stirs the Pot with a Flavour Debate

From Pumpkin Spice KD to Candy KD, Kraft Dinner is known for breaking the internet with its bold mac and cheese flavour innovations that have left noodle pundits from coast to coast battling it out online, debating the ultimate way to enjoy KD.

The ensuing debate between bold flavour-lovers and OG fans has been bubbling online for a while, but now with the launch of KD Flavour Cups, new snack-size cups in mouth-watering flavours (Spicy Buffalo, Jalapeno and Poutine), Kraft Dinner is giving Canadians the chance to officially pledge their allegiance to Team OG or Team Flavour with the #KDFlavourDebate - Canada’s first ever live-streamed branded debate on Twitch.

The campaign will launch on social, including a TikTok takeover and influencer component, as well as data enabled digital OOH that updates with live Twitter content. To bring the debate to life, Team Flavour and Team Original will also battle it out on Twitch, with a live streamed debate featuring popular streamers, Stacey Roy and ChuBoi, who will take to the service on Thursday, June 9 for a debate moderated by Jordy2d a must see moment sure to go down in Canadian history.

“When it comes to KD there is no right or wrong way to eat it - go bold with flavour or stick with KD’s cheesy original - regardless, our fans take pride in taking a stance and it’s a conversation that’s been fueling for years. We saw an opportunity to tap into this growing tension and conversation we know our fans love to have and take it to the next level with the official KD Flavour Debate,” said Rachel Drof, Head of North American Brand Communication, Easy Meals, Kraft Heinz Canada. “We’re always looking for fun and engaging ways to reach our millennial and Gen Z audience, and battling it out on TikTok and Twitch, where they are actively having these conversations, felt like the perfect fit.”

Canadians can have their say by tuning in and sharing which team they cook for on social with #KDFlavourDebate. The Canadian campaign was developed by Kraft Heinzs' Canadian creative AOR, Rethink, with communications and influencer partnership led by AOR Middle Child, along with Carat (media) and The Kitchen (community engagement).