Kraft Dressing invites consumers to get Well Dressed

Kraft
(Screen grab)

Kraft Dressings is getting dressed up! As the brand unveils its new platform Well Dressed,” the first brand campaign since 2016, and the biggest integrated marketing effort in the brand’s history. 

The new campaign from Wieden + Kennedy is based on a simple yet shocking truth: in the age of fandom, there is ironically no outlet, identity or culture in support of the idea of craveable salads.  

In a world full of sad salads and salad disrespect, Kraft Dressings’ Well Dressed campaign is here to celebrate the salad – and salad lovers – by championing what makes their ideal salad so craveable. Well Dressed is characterized by a whole vibe, mood, and lifestyle.

Similar to styling a great outfit, Well Dressed is about owning what you love and showing it off to the rest of the world with flair and with flavor. 

The campaign’s 15-second videos are crave-worthy creative that will show up on Kraft Dressings’ social channels meant to evangelize and celebrate salad lovers all over the world. Well Dressed shifts the perception of salads as the meal of sad adults to one that signifies individuality. Watch below:


REELated:


There is also bold outdoor and digital to accompany the campaign:

Following its debut, Kraft Dressing will deliver a number of activations – each celebrating salad fandom and craveability in its own way.

CREDITS:

CLIENT: Kraft Heinz

AGENCY: W+K NEW YORK

  • EXECUTIVE CREATIVE DIRECTOR:            Karl Lieberman
  • CREATIVE DIRECTORS:                              Christine Santora, Will Binder
  • COPYWRITER:                                              Farin Nikdel                                                  
  • ART DIRECTOR:                                            Vicky Mo                                                 
  • HEAD OF INTEGRATED PRODUCTION:    Nick Setounski 
  • EXEC PRODUCER:                                      Samuel Kilbreth
  • PRODUCER:                                                  Zaynah Ahmed
  • SR. ART PRODUCER:                                   Caitlin Dawson, Diana Pam
  • CREATIVE SERVICES DIRECTOR:             Chris Whalley
  • INTEGRATED PRODUCER:                         Wayne Treptow                                             
  • ACCOUNT DIRECTOR:                                 Price Manford                                        
  • MANAGEMENT SUPERVISOR:                   Yurie Park                             
  • ACCOUNT EXECUTIVE:                               Paola Aguayo       
  • PROJECT MANAGER:                                  Sara Shaw, Danielle Hillman                                         
  • STRATEGY DIRECTOR:                               Alexandre Nguyen     
  • SOCIAL STRATEGY DIRECTOR:                 James Williams
  • COMMS DIRECTOR:                                     Angel Navedo
  • SOCIAL STRATEGIST:                                  Syd Hutnik, Ni’A Landon                                    
  • DIRECTOR OF BUSINESS AFFAIRS:          Julie Petruzzo
  • BUSINESS AFFAIRS:                                    Andrea Fagan, Kevin Cabanayan     
  • HEAD OF TRAFFIC:                                      Sonia Bisono
  • TRAFFIC:                                                       Jacqueline Crane 

PRODUCTION COMPANY: CANADA                             

  • PHOTOGRAPHER/DIRECTOR: Lou Escobar         
  • DOP: Cesar Decharme                                                                                    
  • EXECUTIVE PRODUCER: Charlotte Woodhead
  • HEAD OF PRODUCTION: Alba Barneda
  • LINE PRODUCER: Ash Lockum
  • PRODUCER: Laura Lepre
  • FOOD STYLIST:  Monica Puig         
  • SOCIAL PHOTOGRAPHER: Anne Roig 
  • PHOTO PRODUCER: Maria Vives                                                                                                                    

EDIT: CARTEL                        

  • EDITOR:  Eddie Ringer
  • POST PRODUCER: Sarah Cassell                 
  • ASSISTANT EDITORS: John Osment & Thomas Gilson   

AUDIO POST COMPANY: SONIC UNION

  • AUDIO POST PRODUCER: Justine Cortale            
  • SOUND DESIGNER/MIX ENGINEER: Owen Shearer

POST-PRODUCTION: CARBON

  • EXECUTIVE PRODUCER: Nick Haynes
  • HEAD OF PRODUCTION: Tia Perkins
  • PRODUCER: Kathleen Welch
  • FLAME ARTIST: Joe Scaglione         

POST-PRODUCTION: RARE MEDIUM                               

  • COLORIST: Mikey Rossiter
  • COLOR ASSIST: Stephanie Park
  • COLOR EXECUTIVE PRODUCER: Heath Raymond 

RETOUCHING: W+K NEW YORK

  • STUDIO: Nathan Dalessandro
  • STUDIO: Kevin Walker 

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