Happiness from a Grilled Cheese Sandwich

A Natural Choice Over Natural Cheese

Kraft American Singles cheese faced fading sales and needed a way to communicate a major benefit of its processed cheese product: it melts better than natural cheese. Focusing on the joys found in an American classic, the grilled cheese sandwich, Kraft invited animators to create 15-second animations to express the positive emotions associated with gooey cheese. This video case study includes a few examples, and a link below goes to the Kraft website with more animations.

The "Have a Happy Sandwich" campaign included MySpace profile which allowed consumers to vote on their favorite animation. The result was over 2,300 friends joining and the page received over 337,000 page visits and an increase in sales.
TitleKraft Singles Case Study
Campaign Kraft Singles Case Study
Advertiser Kraft Foods, Inc.
Brand Kraft

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PostedOctober 2008
Product Subscribers Only
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study