Kraft and BEING Los Angeles are unveiling a contemporary new campaign for Kraft Dressings called “Let’s Get Zesty".
Featuring TV, print, online and social, the TVC’s launched exclusively on the Bravo entertainment network on April 1, during the popular Real Housewives of Orange County season premiere. In the TVC, you are introduced to the Zesty Guy (@thezestyguy,) the host of a parody cooking show, who demonstrates how to add a little zest to meal preparation. Each of the four TV commercials has a surprising twist at the end and reminds the viewer how they can put a little zest in everyday moments, while giving them a new way to look at dressings. Further online shorts will run on www.bravotv.com and reflect some popular Bravo TV moments through their storylines.
Following the commercial’s debut, the Zesty Guy will make an appearance on Bravo’s Watch What Happens Live as Andy Cohen’s guest barman. At the website www.getmezesty.com consumers can create digital Zestygrams, personalizing and customizing messages featuring the Zesty Guy, to send to friends.
Print will also run in popular women’s magazines, including People, Glamour, Cosmopolitan and US Weekly.
Patrick O’Neill, BEING Executive Creative Director, commented, “With this campaign, we wanted to disrupt an overly pragmatic category. It talks to women in a more entertaining way, during their “me” time and taps into pop culture. It was created by women and for women, with one thing in mind: getting women zesty.”
The campaign was created by BEING Los Angeles, supported by Shopper Arts Network for consumer promotions and media agency, Starcom.
Brand: KRAFT DRESSINGS
Campaign: LET’S GET ZESTY
Agency: BEING Los Angeles
Chief Creative Officer: John Norman
Executive Creative Director: Patrick O’Neill
Associate Creative Director: Lindsey Montague
Art Director: Annie Johnston
Copywriter: Clay Summers
Executive Director of Integrated Production: Richard O’Neill
Producer: Tim Newfang
Executive Director of Business Affairs: Linda Daubson