When the KD Craving Hits, Nothing Stands in Your Way – Even the Push Tab

There’s no denying that when a KD craving hits, nothing can stop Canadians from enjoying their favourite Mac ‘n Cheese. And sometimes the craving is so strong that people don’t push the tab, they just rip open the box. KD understands that its push tab may not stand a chance against a craving and that a ripped box proudly signifies consumers’ ultimate cravings when 'It’s Gotta be KD.'

To highlight this consumer truth in a playful way, the brand has launched a new campaign across print, digital and OOH in Toronto and the GTA. While logos and brand identities are usually elements that are untouchable when it comes to advertising, KD is flipping the script and to highlight this true consumer behaviour, is showing its box ripped to shreds.

Instead of a perfectly produced visual which you see in 99% of today’s ads, the creative depicts a simple image that consumers will be familiar with-- a ripped and mangled box of KD with a tongue-in-cheek reference to the push tab and how consumers should open the box.

To maximise awareness, KD is making a splash through media across print, social and out-of-home (OOH) platforms.

- Beginning April 5th, a full-page ad in Torstar’s coveted "A" Section places KD alongside the day's top editorial stories, ensuring high visibility where consumers are most engaged.

- Taking Over the Streets: On April 7th, 30 Digital Transit Shelter Ads (TSAs) across the GTA will feature high-impact creatives sized at 2160 x 3840 pixels, reinforcing KD’s Ripped boxes where commuters can’t miss them.

Brian Neumann, head of brand communications, Kraft Heinz Canada commented,  “As a staple in Canadian pantries for decades, KD is a familiar favourite. With this campaign we wanted to show the real way most Canadians open a box of KD when a craving hits—while also poking fun at ourselves, owning that the push tab on our iconic blue box isn’t entirely perfect. We did this through cheeky imagery that feels instantly familiar to our fans, with the goal to drive more relatability.”

Xavier Blais, executive creative director, Rethink commented, “There’s no getting around it -- the KD box can be tricky to open. Whether you try to follow the instructions on the tab or open it from the bottom of the top, you’ll end up tearing it to shreds. Since it’s something we’ve all experienced to some degree, we wanted to show this ironic truth in the most glorious of ways.”