Kraft

It's Not Art, It's Kraft

You don't need to be a chef to cook.

Task: Reposition Kraft's declining sauce portfolio as a challenger brand that breaks through culture.
Insight: Cooking culture treats everyone like chefs, holding us all to impossible standards.
Strategy: You don't need to be a chef to cook.
Idea: It's Not Art, It's Kraft.

It's not that serious people.

Our films subverted tropes of food-as-art TV. Not-Chef’s Table was shot by Chef’s Table’s own director of photography, Matthew Chavez. In the second film, a narrator slowly realizes the woman making a BLT with Kraft mayo is no chef.

What if angry chefs were like, super supportive?

Three vertical films flip the screaming-chef trope: the chef yells his praise for home cooks using Kraft in ways most chefs would despise.

It’s not art. It’s Kraft.

Pull this CD in the room Watch the case film