Kraft and Kelis 'Square It' Out for Cheesy Singles Music Video

Foodies and music-lovers alike have been dancing in their kitchens to the new Kraft Singles Single 'Square It (feat. Kelis)' since it launched across streaming platforms a week ago. Now, the brand is excited to share the music video for the single - which launched today on the brand’s Instagram page. 

The music video was directed by Scheme Engine's Sammy Rawal and features dancer Honey Balenciaga cooking and dancing in the kitchen to the Kraft Singles and Kelis collaboration, celebrating all the delicious and gooey ways you can 'Square It' with America’s favourite American cheese. 

The campaign is part of a larger renewed effort from Kraft Heinz to reach their fans through new and creative mediums - like music and entertainment. The brand experienced double-digit sales growth for the first time in over five years as a result of covid which reinvigorated this beloved favourite with new confidence and appeal.

Speaking to the collaboration, Kelis shared how she loves to share Kraft Singles with her family: “On Friday nights it’s of one of those things where we don't get fancy--and so whether it's pizza or chili cheese hot dogs, I'll melt Kraft Singles on top and it gets really creamy-- or I put Singles on cheese fries! Kraft Singles are just comforting and fun, and you don't have to overthink it. It's not fancy, but it's delicious.” 

“The Square It campaign is all about taking Kraft Singles out of the kitchen and bringing the brand into pop culture as we look for new ways to engage with our fans. As a result of the covid pandemic, Kraft Singles has seen double-digit growth for the first time in five years and is bringing its irresistible deliciousness and creamy melt to homes all across America. We wanted to celebrate this so we teamed up with Kelis, the ultimate singer/songwriter meets foodie to launch our very own Singles Single, ‘Square It (feat. Kelis)’, a true celebration of the many uses of Kraft Singles – from grilled cheese to the beloved BEC and everything in between.” - Kylea Pittrich, senior associate brand manager – American Slices