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This week KD, the original mac n' cheese brand unveiled its new brand, the first in over a decade. The rebrand celebrates KD's legacy with new, contemporary elements to appeal to the younger generation and signals its bold vision for what's to come. As part of the rebrand, KD has rolled out a new logo, packaging, and revamped brand platform Gotta be KD.
What is KD's history in Canada?
For the past 80 years, KD has grown to become pretty common and a staple in households across Canada, even satisfying the cravings of many members of our team here at Profectio. Now, the brand is aiming to adapt to consumers' changing needs and lifestyles, the rebrand marks a new era for KD to delight Canadians with unique and authentic experiences, reminding them of all the crave-worthy moments and occasions that KD can be a part of.
"Today's societal pressures can make it difficult to find moments to escape the noise and reconnect with your true self, but when Canadians sit down with a bowl of KD, it's like experiencing a deep personal connection with their favorite dish – especially when it's personally customized and prepared just the way they like it," says Scott Lougheed, Associate Director, Marketing at Kraft Heinz. "As a brand that has always celebrated originality and self-expression, the 'Gotta be KD' platform empowers people to embrace their true selves, creatively showcases how KD is the ultimate convenient dish for every occasion and, most of all, encourages fans to feed the real you."
As part of the campaign, KD has introduced Cancel Coverage – a one-of-a-kind fund designed to help Canadians to foster the joy of missing out by covering restaurant reservation cancellation fees.
For the next month, the first 500 Canadians who upload their cancellation fee receipt on kdcancelcoverage.ca can receive a partial reimbursement up to $25 on a first come, first served basis.
Agencies behind KD's rebrand campaign?
- Agencies - N/A
- Brand - KD (Kraft HEINZ Company)
(click on the link to view the agency's Vendor Directory listing)
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