SLMBR PRTY’s Abigail Horton Whips Up an Ad Age Editor’s Pick for Kraft

April 4, 2024

“Anyone can be mistaken for a restaurant chef—when they use Kraft sauces—in Kraft Heinz’s new campaign from Wieden+Kennedy.‘It’s not art. It’s Kraft’ launched Wednesday featuring two short spots and several social media videos that detail how, by using Kraft’s array of sauces, spreads, aiolis and dressings, anyone can add restaurant-quality depth, tang and spice to their cooking.

In the first two spots, titled ‘Not a Chef’s Table,’ everyday people channel fancy kitchen and high-brow food by squeezing out (artfully, I might add) Kraft mayo and ranch dressing onto their food.

Separately, social videos take cues from intense Gordon Ramsay-style professional chefs, as a white coated chef appears in front of everyday people who are cooking, barbecuing and preparing simple meals and gives them ‘feedback.’ He skeptically examines the ingredients used, including Kraft sauces, and yells—with approval.

The campaign kicks off a new masterbrand platform for Kraft Sauces, inspired by people who experience the stress of high cooking standards. It also marks the company’s brand refresh, which launched Wednesday with a new logo and five new sauces and aiolis—Smoky Hickory Bacon Flavored Aioli, Chipotle Aioli, Garlic Aioli, Burger Aioli and Buffalo Style Mayonnaise Dressing.It’s the first time changes have been made to the logo in more than 10 years.”

Check out both spots in the “It’s not art. It’s Kraft” campaign on Ad Age.