In an ever-noisy media landscape, savvy brands know that connecting the right music, at the right time, can get a campaign off the ground.
Now Kraft is taking a page from the playbook. The brand kicks off its Square It campaign this week with a new song featuring Kelis, R&B singer and Cordon Bleu-trained chef. The only The square, available on Amazon Music, Apple Music, Spotify and other streaming platforms, heralds the arrival of the tiered campaign, which features Kraft’s American Singles line for the first time. It’s a singles single, if you will.
“The Singles campaign is the first brand activation for Square It and is part of a larger company-wide ‘anti-advertising’ effort at Kraft Heinz as we modernize many of the brands in our portfolio” , said Kylea Pittrich, senior associate brand director. , American slices.
“Our marketing efforts are inspired by letting go of tired, traditional tactics and instead focusing on creating cultural relevance and finding new and exciting ways to engage with our consumers.”
American singles saw double-digit growth for the first time in five years as more people stayed home and cooked their favorite comfort foods in the past two years.
Now the campaign aims to give the brand a voice and create a new avenue to reach enthusiasts, Pittrich says. “It’s about taking Kraft Singles out of the kitchen and introducing the brand into pop culture – in this case, the music.”
Kelis, née Kelis Rogers, is a multi-platinum recording artist and the powerhouse behind 2003’s Earworm Milkshake. She is known for marrying her passions for music and food in a series of songs including To eat lunchand ribs from his 2014 album Foodand the track midnight snackswhich she released last fall in conjunction with an actual snack box.
“Kelis is the ultimate singer/songwriter meets foodie and so she was the perfect match. While many people know that Kelis regularly references food and the culinary arts in her music, she is also a Le Cordon Bleu graduate. Her culinary and creative approach was exactly what we were looking for to create a tasty pairing of music and food,” she says.
Kelis is no stranger to the media business. As well as his Netflix “Cooking with Cannabis”
She had no problem vibrating with the new campaign and new song.
“Friday night is one of those things we don’t feel like,” says the artist. “And so, whether it’s pizza or chili hot dogs, I melt Kraft Singles on top and it gets really creamy, or I put Singles on cheese fries. Kraft Singles are just comforting and fun, and you don’t have to think about it too much.
With The square released into the wild this week, Kraft Singles is already working on the next iterations of the campaign, which will include an early March Instagram giveaway of a limited-edition vinyl record to 50 winners.