Kraft unveils innovative marketing strategy for revamped sauce collection

Exciting Announcement from Kraft: Introducing Kraft Sauces!

Kraft has revealed that starting today (April 3), all its sauces, spreads, and dressings will be consolidated under a new master brand known as Kraft Sauces. This significant decision was shared with Our Website. As part of this initiative, Kraft Sauces is introducing its inaugural unified brand platform, "It's not art. It's Kraft."

Kraft Sauces has been given a fresh new look with updated packaging and a modernized Kraft logo. The goal of the new creative platform is to inspire consumers to get creative in the kitchen and challenge the notion of high cooking standards prevalent in today's culture.

Managed by Wieden+Kennedy, the platform will first launch on Instagram, TikTok, and YouTube with content that playfully pokes fun at the "serious chef culture." Additionally, Kraft Heinz has introduced five new products as part of their Creamy Sauces line-up.

Kraft Revamps Brand with New Kraft Sauces Master Brand

Kraft is revamping its brand that has been around for over 120 years by bringing together its sauces, spreads, and dressings under a new Kraft Sauces master brand. This includes a modernized logo, the first change in more than a decade, and eye-catching new packaging. The decision to refresh and rebrand aligns Kraft with other companies who have also updated their look in recent years.

The move to unify the products under one master brand comes as many consumers are already buying Kraft condiments from multiple categories, according to details released by the company.

Accompanying the master brand is the launch of the “It's not art. It's Kraft.” creative platform. This platform is inspired by generations of consumers who have felt the pressures of high cooking standards in a culture that treats everyone like a professional chef. In simpler terms, the platform is based on the idea that you don’t need to be a chef to make great food, as explained by Megan Lang, director of brand communications at the Kraft Heinz Company.

According to Lang, “Uniting our sauces, spreads, and dressings under a modernized and consistent brand visual identity and one powerful creative platform is a great step forward in reigniting the iconicity of our Kraft master brand.” This brand evolution is rooted in a belief shared by both the brand and our core consumer — that fancy doesn’t mean better.

The platform "It's not art. It's Kraft." aims to show its message through various content series that playfully mock what it sees as "serious chef culture." The content will be shared on TikTok, YouTube, and Instagram, featuring "Not Chef's Table," a series that highlights accessible and tasty mayonnaise in a fun way while joking about upscale kitchens and food. Another series, "Shouting Chefs," will present videos inspired by intense professional chefs but with unexpectedly positive messages. These efforts will be supported by paid social media and online video promotions.

With the Kraft Sauces rebrand, the marketer is introducing five new offerings as part of a Creamy Sauces line-up. These products include a Buffalo Style Mayonnaise Dressing, Burger Aioli, Smoky Hickory Bacon Flavored Aioli, and two additional aiolis in garlic and chipotle flavors. The inspiration behind these sauce selections comes from the 77% of consumers who are keen on trying new aioli flavors.

The addition of a new logo and packaging for Kraft Sauces signals the ongoing evolution of brands under parent company Kraft Heinz. Previously, Kraft Singles underwent its first rebrand in five years, followed by Jell-O introducing a new logo and packaging after a decade. In 2022, Kraft revamped its macaroni and cheese to emphasize a comfort food positioning. Furthermore, the company has been actively engaging in creative marketing strategies, such as the recent collaboration between its Velveeta brand and actress Julia Fox to develop a cheese-inspired hair dye.

In the fourth quarter, Kraft Heinz experienced a 7.1% decrease in net sales, as stated in its latest earnings report. This decline was linked to ongoing consumer challenges. However, for the full year, the CPG company was able to achieve a 0.6% increase in net sales. CEO Carlos Abrams-Rivera is optimistic that this growth will continue in the upcoming year, thanks to investments in the company's brands.

Editor's P/S:

Kraft's bold move to consolidate its sauces under the Kraft Sauces master brand reflects the company's commitment to reinvigorating its iconic status. The modernized logo and packaging, coupled with the introduction of five new Creamy Sauces, demonstrate Kraft's understanding of consumer preferences and its desire to cater to their evolving tastes. The "It's not art. It's Kraft." platform cleverly challenges the pretentiousness often associated with cooking, making it more accessible and enjoyable for home cooks.

By unifying its sauces under one cohesive brand, Kraft aims to streamline its offerings and enhance its brand recognition. The consistent visual identity and powerful creative platform will enable consumers to easily identify and connect with the Kraft Sauces range. This brand evolution is a testament to Kraft's adaptability and its ability to remain relevant in a competitive market. The company's continued investment in brand updates and creative marketing initiatives bodes well for its future growth and success.