KD Highlights Popular Snacking Moments to Create a Unique and Non-intrusive Ad Experience for Canadians

As Canada’s unofficial official national dish, many see KD as a meal — after all, “Dinner” is literally in its name. But KD Cups are challenging that notion with their latest ‘More Than Just Dinner’ campaign, by using the space that ‘Dinner’ occupies and giving Canadians an unmistakable experience for their favourite snacking occasions.  

‘More Than Just Dinner’ launches on May 15th through a Twitch Integration and Dynamic Creative Optimization (DCO), to create a unique and non-intrusive ad experience. This first-to-market integration within the CPG category is centred around targeted consumer interests to help provide insightful messaging that speaks to their most primed snacking moment of the day.

“We believe there’s no wrong way — or wrong time — to eat KD. In fact, we’re now celebrating those snackable moments and partnering with select Canadian TikTok influencers to creatively demonstrate the convenience of KD Cups into their daily routine,” said Jerome Skeene, brand manager, KD. “From creative KD Cup names like Kraft Second Lunch Cups and Kraft Midnight Snack Cups, this campaign is designed to encourage snack-loving fans to prepare their favourite cheesy KD Cup in just 3.5 minutes – a quick and convenient cook time!”

Starting May 15th, contextually relevant OOH ads will be placed across Toronto, Montreal, and Vancouver within proximity to grocery stores, leisure centres, general transit stations, and college and university campuses. Canadians are encouraged to share their own creative snacking occasions and submit them at KDCups.com for a chance to win a free KD Cup coupon. Select Canadians will receive their very own custom KD Cup with their preferred name printed right on it! Head to @kraftdinnerca to learn more and share your favourite snacking moment that just might spark a cheesy idea!

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