Kraft made a dinnerware set that comes ‘pre-tinted’ a golden Mac & Cheese color

Rethink campaign recognizes how the paprika and turmeric in the product can linger on kitchenware

Published On
Jul 01, 2024
Product shot of Kraft Dinnerware

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One product truth about Kraft Dinner is what it does to your dishes—giving them a golden hue thanks to the paprika and turmeric in the macaroni and cheese meal. Now, Kraft is celebrating that by rolling out a dinnerware set in Canada that’s “pre-tinted” that same color.

The collection features a dinner bowl, a snack bowl and a serving spoon, all sporting what the brand calls a “golden ombre tint.” It was created by agency Rethink in partnership with luxury home décor brand Ann Sandra and home design shop Les Ottomans. The first batch of product sold out on the Ann Sandra site, but a second batch drops July 5.

Advertising for the product included a Reddit campaign featuring a 24-hour food and beverage category takeover, targeting the brand’s key Gen Z and young millennial audience.

“The truth is, you can tell how much someone loves KD simply by looking at their dishes. Their kitchenware has our cheesy golden hue all over them. It’s living proof of the love our fans have for the brand.” said Mike Dubrick, chief creative officer at Rethink.

“For many Canadians, the ritual of making KD their own way goes beyond customizing with their favorite flavors, and often includes reaching for the same dedicated dishware every time they make it,” said Brian Neumann, head of brand communications for Kraft Heinz Canada. “With the Kraft Dinnerware collection, we’re celebrating this unsung part of the ritual, proudly highlighting the cheesy golden hue of our mac and cheese and the reassuring comfort KD has brought fans for over 85 years, because when you love something, it shows!”

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