Kraft Dressings & BEING Shake Things Up

Kraft and BEING Los Angeles are unveiling a contemporary new campaign for Kraft Dressings called “Let’s Get Zesty".

 

Featuring TV, print, online and social, the TVC’s launched exclusively on the Bravo entertainment network on April 1, during the popular Real Housewives of Orange County season premiere. In the TVC, you are introduced to the Zesty Guy (@thezestyguy,) the host of a parody cooking show, who demonstrates how to add a little zest to meal preparation. Each of the four TV commercials has a surprising twist at the end and reminds the viewer how they can put a little zest in everyday moments, while giving them a new way to look at dressings. Further online shorts will run on www.bravotv.com and reflect some popular Bravo TV moments through their storylines.

 

 

 

 

Following the commercial’s debut, the Zesty Guy will make an appearance on Bravo’s Watch What Happens Live as Andy Cohen’s guest barman. At the website www.getmezesty.com consumers can create digital Zestygrams, personalizing and customizing messages featuring the Zesty Guy, to send to friends.

 

Print will also run in popular women’s magazines, including People, Glamour, Cosmopolitan and US Weekly.

 

Patrick O’Neill, BEING Executive Creative Director, commented, “With this campaign, we wanted to disrupt an overly pragmatic category. It talks to women in a more entertaining way, during their “me” time and taps into pop culture. It was created by women and for women, with one thing in mind: getting women zesty.”  

 

The campaign was created by BEING Los Angeles, supported by Shopper Arts Network for consumer promotions and media agency, Starcom.

 

Credits

 

Client: KRAFT 

Brand: KRAFT DRESSINGS 

Campaign: LET’S GET ZESTY 

 

Agency: BEING Los Angeles

 

Chief Creative Officer: John Norman

Executive Creative Director: Patrick O’Neill

Associate Creative Director: Lindsey Montague

Art Director: Annie Johnston

Copywriter: Clay Summers

 

Executive Director of Integrated Production: Richard O’Neill

Producer: Tim Newfang

 

Executive Director of Business Affairs: Linda Daubson

Executive Business Affairs Manager: Lisa Lipman

 

Director of Art Production: Jigisha Bouverat

Art Producer: Kay Gautraud

Print Producer: Kim Callahan

Project Manager: Holly Prine

 

Senior Executive Digital Producer: Peter Bassett

Associate Digital Producer: Kiley Story

 

Global Account Director: Jennifer Nottoli

Account Director: Shannon Franqui

Account Supervisor: Pamela Lloyd

Account Executive: Francesca Nunez

Assistant Account Executive: Brigette Edler

Group Account Assistant: Alissa Pindea

 

Group Planning Director: Lorraine Ketch

Planner: Whitney Martinez

 

Digital Planning Director: Romain Naegelen

Digital Strategist: Sruti Dhulipala 

Digital Strategist: Tyler Gaul

Community Manager: Luke Yun

Community Manager: Jessica Zeller

 

Production Company: Green Dot Films

Director: Richard Farmer

Producer: Geoff Clough

Director of Photography: Shawn Kim

Cameraman: John Connor

 

Editing Company: The Whitehouse Post

Editor: Dan Oberle

 

Music/Sound Design: Massive Music

 

Post Production & Animation: The Mission Studio

 

Photographer: Douglas Friedman

Photo Production: Kids With Candy

Digital Retouching: Arthaus