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Kraft Encourages Us to #LieLikeAParent with Launch of 'Salad Frosting'

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Leo Burnett introduces the new product designed to encourage children to eat more greens

Kraft Encourages Us to #LieLikeAParent with Launch of 'Salad Frosting'
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'.
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Advertiser: Kraft Heinz

Media Agency

Media Agency: Starcom

Media Associate Director: Maddie Watkins

Creative Agency

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

Genres: Comedy

Categories: Food, Sauces and Spreads

Leo Burnett Chicago , Tue, 11 Jun 2019 10:34:45 GMT