Me vs. the three of y’all and I’m still matching the energy/No wonder, I’m the only one here that’s ‘[w]rapped’ individually. 🎤
That’s one of many clever rhymes in an animated rap battle taking place in a refrigerator between Kraft’s “Slim Single” and so-called higher-shelf cheeses Gouda, brie and sharp cheddar. The “Fancy Cheese Takedown” video is no walkover for Kraft Singles. All of the combatants get in some hard shots—“You’re lunch box food to me /Only bought if you shop frugally,” Gouda slurs; Cheddar calls Singles “the hot dog of cheeses”—with each diss drawing gasps from other denizens of the fridge, before things come to a messy conclusion.
The video, created by rapper and producer Illmac, has had nearly 6 million views since its Nov. 2 release. It is one example of how Kraft Singles has moved to embrace pop culture—particularly hip-hop culture—in support of the “Square It” brand platform launched last year by agency Johannes Leonardo.