Kraft Encourages Us to #LieLikeAParent with Launch of 'Salad Frosting'
Leo Burnett introduces the new product designed to encourage children to eat more greens
Kraft has launched a new campaign with Leo Burnett to introduce its latest product: ranch dressing disguised as vanilla frosting. The limited-edition 'Salad Frosting' aims to help parents trick their children into eating more salads by disguising Kraft's classic ranch dressing in a colorful frosting tube.
The company said 75% of American children eat salad just once a week, so is presenting its new Salad 'Frosting' as "one lie you won't feel bad telling your kids."
"Innocent lies parents tell their kids help alleviate the pressures of everyday parenting," Kraft head of marketing Sergio Eleuterio said in a press release from the brand. "If it gets kids to eat their greens, so be it."
Parents across the U.S. have been encouraged to share their best lies on Twitter using #LieLikeAParent and #contest. 1,500 winners will be selected based on originality and likes, receiving a free sample of the 'Frosting'.view more - Creative
Advertiser: Kraft Heinz
Media Agency: Starcom
Media Associate Director: Maddie Watkins
Creative Agency: Leo Burnett
Chief Creative Officer: Britt Nolan
Executive Creative Director: Jordan Doucette
Creative Director: Jordan Doucette, Ryan Stotts (Art), Pete Lefevbre (Copy)
Copywriter: Adam Bedol
Art Director: Kai Foo
Strategist: Efrain Bahena
Chief Strategy Officer: Emma Montgomery
Account Director: Megan Collins
Senior Producer: Britt Godsell
Production Designer: Marissa Stewart
Categories: Food, Sauces and SpreadsLeo Burnett Chicago , Tue, 11 Jun 2019 10:34:45 GMT