2021 Winner
SilverIntegrated Campaign Led by PR
BronzeCommunity Building
Kraft Heinz Canada
"Pumpkin Spice KD"
Rethink / The Colony Project
"Pumpkin Spice KD"
Rethink / The Colony Project
Pumpkin spice “season” was mere weeks away when Kraft Dinner decided to hijack the North American favour-inspired cultural moment to build relevancy with Millennials and Gen Z. With rumours circulating of a new mac and cheese entrant, KD accelerated its launch of a bold, new Pumpkin Spice KD.
The intentionally polarizing favour was designed to capture media headlines and spark consumer debate. When word spread in the U.S. of the wacky new Canadian LTO, Kraft Heinz expanded stateside, ultimately earning 740 million earned media impressions. In Canada, the product sold out within three minutes.
The intentionally polarizing favour was designed to capture media headlines and spark consumer debate. When word spread in the U.S. of the wacky new Canadian LTO, Kraft Heinz expanded stateside, ultimately earning 740 million earned media impressions. In Canada, the product sold out within three minutes.
Credits
RethinkCCO: Aaron Starkman
ECD: Mike Dubrick
Creative Director: Allan Topol, Loretta Lau
Art Director: Nick Noh
Writer: Jordan Darnbrough
Designer: Jake Lim, Erin Maguire
French Writer: Karine Doucet
Strategist: Sean McDonald, Hannah Newport
Producer (in house): Narine Artinian, Kate Spencer
Production Company: Fuze Reps
Photographer: Chris Robinson
Producer: Helen Yousif
The Colony Project
Senior Director: Nicole Brightling
Digital Director: Emily Barnes
Senior Account Managers: Rebecca Fuller, Spencer Emmerson
Senior Account Executives: Annie Aponte-Berberiani, Stephania Masoabo
Account Executive: Sheril Bose
Media Agency: Starcom
Community Management: Salt
Client: Kraft Heinz Canada
Nina Patel, Brian Neumann, Ishani Patel