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Kraft Dressings & BEING Shake Things Up

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'Let's Get Zesty' with the Zesty Guy

Kraft Dressings & BEING Shake Things Up

 

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.
 
Credits
 
Client: KRAFT 
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
Executive Business Affairs Manager: Lisa Lipman
 
Director of Art Production: Jigisha Bouverat
Art Producer: Kay Gautraud
Print Producer: Kim Callahan
Project Manager: Holly Prine
 
Senior Executive Digital Producer: Peter Bassett
Associate Digital Producer: Kiley Story
 
Global Account Director: Jennifer Nottoli
Account Director: Shannon Franqui
Account Supervisor: Pamela Lloyd
Account Executive: Francesca Nunez
Assistant Account Executive: Brigette Edler
Group Account Assistant: Alissa Pindea
 
Group Planning Director: Lorraine Ketch
Planner: Whitney Martinez
 
Digital Planning Director: Romain Naegelen
Digital Strategist: Sruti Dhulipala 
Digital Strategist: Tyler Gaul
Community Manager: Luke Yun
Community Manager: Jessica Zeller
 
Production Company: Green Dot Films
Director: Richard Farmer
Producer: Geoff Clough
Director of Photography: Shawn Kim
Cameraman: John Connor
 
Editing Company: The Whitehouse Post
Editor: Dan Oberle
 
Music/Sound Design: Massive Music
 
Post Production & Animation: The Mission Studio
 
Photographer: Douglas Friedman
Photo Production: Kids With Candy
Digital Retouching: Arthaus
 
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Categories: Food

lbbonline.com, Wed, 03 Apr 2013 10:12:41 GMT