Wake The Town
Gear Seven/Arc Studios/Shift
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

KD Acknowledges ‘Fork Up’ with Limited Edition Cheesy Noodles Spoon


Rethink campaign allows Canadians to choose exactly how they want to eat their favourite comfort food

KD Acknowledges ‘Fork Up’ with Limited Edition Cheesy Noodles Spoon

From the ultimate flavour to the perfect serving size, KD has always made it clear that there is no one way to enjoy its gooey goodness. But there is one cheesy debate that it has unknowingly taken a side in and that is: should KD be eaten with a spoon or a fork?

Well, Canadians have spoken. For decades, consumers have debated whether KD should be scooped or speared, but according to new, February 2023 survey data, 80% of Canadians eat KD and nearly half (43%) of them prefer to eat their KD with a spoon - that’s an astounding 13 million Canadian Spoon Eaters. While KD empowers noodle lovers to eat it their own way, it has unintentionally sided with team fork by putting one on all its boxes. There, on its packaging, in its advertisements and almost everywhere, is a forkful of cheesy noodles. 

Despite its decision to spear and not scoop, KD is admitting a fault and not only formally apologising to scoopers everywhere through a one-page ad in The Globe and Mail, but it’s making this 'fork up' right by launching a NEW limited edition Spoon KD - same KD, now for Spoon Eaters. Spoon KD is the bold flavour Canadians know and love, with one important difference: the iconic blue box has a spoon instead of a fork.

“As Canada’s official unofficial national dish, we are committed to providing new and existing consumers with unique and innovative ways to enjoy KD,” says Jerome Skeene, brand manager KD. “After recognising our ‘fork up’ and uncovering the divide between spoon and fork eaters, we were able to tap into this consumer truth that nearly half of our consumers prefer to scoop vs. spear and provide Canadians with an opportunity to eat KD their way.”

Launching in grocery stores across Canada on March 6th, NEW Spoon KD will allow Canadians to choose how they want to eat their favourite comfort food. The campaign will include an OLV that features KD lovers passionately professing their love for their utensil of choice with paid social support, along with OOH located in Downtown Toronto that drives consumers to retail locations. Influencers also took to social to bubble up the spirited debate, helping to spread the news that now every Canadian has the chance to enjoy this unmistakable experience, their way. 

The campaign was developed by KD's creative AOR, Rethink, Carat on media, The Kitchen is managing social, and Middle Child leading PR and Influencer.


Agency / Creative
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Categories: Rice, Pasta and Noodles, Food

Rethink, Thu, 09 Mar 2023 16:27:20 GMT