The 2009 pureKraft digital journey seamlessly blended the delightful flavors of Kraft Salad Dressings with the essence of seasonal produce. Leveraging a diverse range of platforms, the creative content offered consumers seasonal insights, instructional videos, and delectable recipes. Furthermore, strategic content collaborations were established with esteemed properties like WholeLiving.com from Martha Stewart, FoodNetwork.com, AOL Food.com, and kraftfoods.com, elevating the immersive experience to new heights.
Rich and Standard Banners
Kraft Salad Dressings: Ranch Relaunch
Challenge
Kraft Ranch Dressing faced declining consumer trust. Recent buyers had voiced dissatisfaction, believing the recipe had changed for the worse. Many shifted to competitors like Ken’s and Hidden Valley, leaving Kraft in danger of losing relevance in its own category. With a reformulated recipe launching in early 2009, the goal was to rebuild confidence, drive trial, and reposition Kraft as a brand committed to real, high-quality ingredients.
Kraft Ranch Dressing faced declining consumer trust. Recent buyers had voiced dissatisfaction, believing the recipe had changed for the worse. Many shifted to competitors like Ken’s and Hidden Valley, leaving Kraft in danger of losing relevance in its own category. With a reformulated recipe launching in early 2009, the goal was to rebuild confidence, drive trial, and reposition Kraft as a brand committed to real, high-quality ingredients.
Approach
As Digital Associate Creative Director and Digital Lead, I oversaw concept development and rapid content production for the relaunch campaign. When news of a national chicken wing shortage began circulating ahead of Super Bowl XLIII, I saw an opportunity to connect Kraft Ranch to a real cultural moment. We had to break the story.
As Digital Associate Creative Director and Digital Lead, I oversaw concept development and rapid content production for the relaunch campaign. When news of a national chicken wing shortage began circulating ahead of Super Bowl XLIII, I saw an opportunity to connect Kraft Ranch to a real cultural moment. We had to break the story.
Working with Foundation, we mobilized production teams across Chicago within hours—shooting interviews, creating mock news footage, and capturing studio shots in a single day. Editing, motion graphics, and finishing were completed overnight, allowing us to publish the video to YouTube by January 31, 2009—just before the Super Bowl weekend. The tone matched the campaign’s intent: fresh, light-hearted, and self-aware.
Outcome
The “Wing Shortage” video became an unexpected viral success, earning around 300,000 YouTube views in its first week. Engagement was fueled by blog coverage, Facebook sharing, and search traffic from users seeking real news about the shortage. The piece successfully reframed Kraft Ranch as relevant, quick-witted, and part of everyday culture—reintroducing the product to skeptical consumers and driving measurable sales lift during the key Super Bowl period.
The “Wing Shortage” video became an unexpected viral success, earning around 300,000 YouTube views in its first week. Engagement was fueled by blog coverage, Facebook sharing, and search traffic from users seeking real news about the shortage. The piece successfully reframed Kraft Ranch as relevant, quick-witted, and part of everyday culture—reintroducing the product to skeptical consumers and driving measurable sales lift during the key Super Bowl period.
Agency: Euro RSCG Chicago
Role: Associate Creative Director (Digital Lead)
Role: Associate Creative Director (Digital Lead)
