Kraft: Anything Dressing Bottles

Lettuce alone.

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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.

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About

Credits
Date
May 16, 2012
Agency:
BEING
Chief Creative Officer:
Rob Schwartz
Client:
Kraft
ECD:
Patrick O'neill
CD:
Michael Blaney
AD:
Lindsey Montague
AD:
Ian Bauer
AD:
Carolina Labi
CW:
Lauren Smith
CW:
Adam Rosenberg
CW:
Clay Summers
AD:
Lindsay Montague
Photographer:
Sue Tallon
AD:
Sabrina Bajaj
AD:
Kay Gautraud
EP:
Mila Davis
Agency Producer:
Lacy Plunk
Business Affairs Manager:
Lisa Lipman
Broadcast Assistant:
Joseph Haldeman
AV Specialist:
Spencer Tucker
Production Company:
Laika
Animation Director:
Nicholas Weigel
CD:
Kirk Kelley
EP:
Lourri Hammack
Producer:
Zilpha Yost
Stop Motion DOP:
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
EP:
Ann Haugen
Back End Music Track:
Yessian Music
EP:
Michael Yessian
Director of Digital Production:
Chincha Evans
Senior Executive Digital Producer:
Peter Basset
Senior Digital Producer:
Monica Pino
Senior Digital Producer:
Katie Case
Digital Producer:
Kristen Moya
Associate Digital Producer:
Luke Elmers
Director of Creative Technology:
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

See more credits

Category
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