• by Danielle Oster , April 4, 2024

For the first time, Kraft has united all of its sauces, spreads, and salad dressings under one brand platform.

As part of the brand refresh, Kraft Sauces is introducing new packaging, social channels, and its first updated logo in over a decade. The new brand identity campaign of “It’s not art. It’s Kraft.” uses content to poke fun at culinary pretension and encourages consumers to be adventurous in the kitchen.

Additionally, Kraft is introducing a line of creamy sauces featuring four aioli varieties and a Buffalo style mayonnaise dressing.

“By uniting our sauces, spreads, and salad dressings under one masterbrand, we’re transforming Kraft Sauces to create a toolkit of flavorful enhancers that consumers can use however they like and drive greater value,”  Kraft Heinz director of marketing communications Megan Lang told Marketing Daily. “This brand evolution is rooted in a belief shared by both the brand and our core consumer – that fancy doesn’t mean better. We’re proud to support our fans who want to enjoy and explore delicious food, any way it feels good to them.” 

Lang explained that 30% of the company’s consumers are purchasing Kraft products across multiple categories, and that 92% of consumers want a variety of flavors and are interested in trying new options, citing Kraft-Heinz research and Circana data.

The creative campaign, developed with agency Wieden + Kennedy, debuts across Instagram, TikTok, and YouTube. One series, “Not Chef’s Table,” echoes fancy kitchen dynamics while sharing accessible mayo options. Another series, “Shouting Chefs,” will evoke the over-the-top intensity of professional chiefs, while conveying the brand perspective that “fancy doesn’t always mean better. Campaign assets will be boosted by paid social and online video placements.

“The goal of our creative approach is to remind fans that you don’t have to be a professional chef to make delicious food that feels good,” Lang said. “The creative platform was made with sauce lovers in mind, but specifically the care-free millennial who is looking to enjoy and explore food more freely, but without the pressures and limitations of the kitchen. Knowing they want to expand their palettes, but in an easier and quicker way, Kraft Sauces is here to remind them that restaurant quality foods can come right from their refrigerator.”

The new creamy sauces line stemmed from Kraft-Heinz consumer research that found 77% of respondents were interested in trying new aioli varieties. This research also helped inform the flavors it focused on, with Smoky Hickory Bacon Flavored Aioli created for the 81% of consumers who love bacon. The line also includes Burger Aioli, Chipotle Aioli, and Garlic Aioli.