PROBLEM
Let’s be real. Kraft Singles is neither fancy nor real cheese. It’s considered a “processed cheese product”.
SOLUTION
Embrace the product as it is and appeal Kraft Singles to those who want simplicity in their lives. At the end of the day, there’s no denying the effortless satisfaction one gets from melting a Kraft Singles on a patty or the fact that it's a reminder of childhood, aka the simpler time of life. That’s something fancy cheese can’t necessarily say.
IDEA
For the non-fromager.
Celebrate the simplicity of Kraft Singles by poking fun at the frustrations that come with fanciness.
PRINT
SUPERMARKET GUERILLA
CHEESE COUNTER NOTICES
Signage re-directs at fancy cheese counters
POST-IT SINGLES
Post-it notes placed on complimentary products (ideally other Kraft products) used to create cozy, unpretentious dishes
KRAFT SINGLES LOUNGE POP UP
Place where people can come hang out, relax, and have a simple, casual meal inspired by Kraft Singles & childhood nostalgia
CW: COLETTE SMITH
