Kraft : Lonely Lettuce
Lettuce alone.
Published On
May 15, 2012
Editor's Pick
Here's an interesting move. Kraft has taken a big step out of the salad ghetto with the rebranding of its dressing as not just for the leafy stuff. In a new move steered by Being, the brand has removed the word "salad" from all its dressing bottles and replaced it with "anything," effectively turning its condiments into "anything dressing." The brand is taking a cue from consumers, who have long used its dressing for stuff that isn't necessarily so healthy (like wings, for example.) The campaign includes a spot created out of Laika starring a lonely head of lettuce, new packaging labels, print, in-store and digital.
Credits
- Date
- May 16, 2012
- Brand :
- Kraft
- Client :
- Kraft
- Agency :
- BEING
- Broadcast Assistant :
- Joseph Haldeman
- Audiovisual Specialist :
- Spencer Tucker
- Chief Creative Officer :
- Rob Schwartz
- Executive Creative Director/Production :
- Patrick O'Neill
- Creative Director :
- Michael Blaney
- Art Director :
- Lindsey Montague
- Art Director :
- Ian Bauer
- Art Director :
- Carolina Labi
- Copywriter :
- Lauren Smith
- Copywriter :
- Adam Rosenberg
- Copywriter :
- Clay Summers
- Art Director :
- Lindsay Montague
- Photographer :
- Sue Tallon
- Art Director :
- Sabrina Bajaj
- Art Director :
- Kay Gautraud
- Executive Producer :
- Mila Davis
- Agency Producer :
- Lacy Plunk
- Business Affairs Manager :
- Lisa Lipman
- Production Company :
- Laika
- Animation Director :
- Nicholas Weigel
- Creative Director :
- Kirk Kelley
- Executive Producer :
- Lourri Hammack
- Producer :
- Zilpha Yost
- Stop-Motion Director, Photography :
- John Nolan
- Animation Consultant :
- Barry Bruce
- Editor :
- Michael Corrigan
- Production Coordinator :
- Julie Ragland
- Production Coordinator :
- Jessica Funaro
- Sound Mix :
- Limbocker Studios
- Mixer :
- Lance Limbocker
- Front-End Music Track :
- Billy Foster
- Front-End Music Track :
- Ellington Jordan
- Front-End Music Track :
- Elias Arts
- Executive Producer :
- Ann Haugen
- Back-End Music Track :
- Yessian Music
- Executive Producer :
- Michael Yessian
- Digital Production Director :
- Chincha Evans
- Senior Executive Digital Producer :
- Peter Basset
- Senior Digital Producer :
- Monica Pino Miranda
- Senior Digital Producer :
- Katie Case
- Digital Producer :
- Kristen Moya
- Associate Producer :
- Luke Elmers
- Creative Technology Director :
- Ricardo Diaz
- Technology Manager :
- John Bryne
- Technology Lead :
- Tim Shea
- Technology Lead :
- Jon Bauer
- Technology Lead :
- Mike Bucks
- Senior Developer :
- Malik Jones
- Quality Assurance Lead :
- Lester Broas
- Quality Assurance :
- Walter Velasquez
- Front-End Developer :
- Chris Ha
- Lead UX Designer :
- Jane Chang
- UX Designer :
- Andrew Yoon
- Digital Project Manager :
- Jenni Warsaw
- Community Manager :
- Jessica Zeller
- Project Manager :
- Janet Perez
- Producer :
- Aliza Grover
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Project Type