J.L. Kraft
Client Relationship Since August 2007
CumminsNitro was appointed by Kraft in August 2007 to launch a new range of premium salad dressings, under a new brand platform JL Kraft. The new range of JL Kraft products were created based off the original founder’s philosophy from 1903, where JL Kraft was always first in line at the markets to source the finest quality ingredients. The agency’s challenge was to differentiate JL Kraft from the master brand and shift consumer perception of Kraft from a processed brand to being more real and authentic brand that consumers would be proud to serve.
The product and campaign is targeted to consumers with a passion for food and entertaining, and a nose for a good time. Authentic products take them on a back to basics journey, which they remember from childhood before the world became over processed. The key consumer insight that we have leveraged is that these people believe that nothing tastes better than the real thing – a fresh ripe tomato always taste better than a canned one! This insight led us to the core proposition for the brand, JL Kraft - the real taste, from the real man.
The campaign strategy was to not only introduce the new product with authentic ingredients and extra virgin olive oil, but to also introduce the man, JL Kraft. There is nothing more powerful than a true story. Because everyone’s story is unique, it’s the sheer truth of our story that creates the difference for the brand.
our work
billboard
print
TV
