Week 4 by Hannah McKamie https://padlet.com/hannahmckamie/ajy0w55kovws Super Bowl Ad en-us 2018-02-06 22:05:44 UTC 2025-11-03 05:32:03 UTC hello@padlet.com Kraft Super Bowl Commercial 2018 Family Greatly hannahmckamie https://padlet.com/hannahmckamie/ajy0w55kovws/wish/228883060 2018-02-06 22:07:21 UTC https://padlet.com/hannahmckamie/ajy0w55kovws/wish/228883060 Discuss product positioning strategy: summarizes the perception in the consumer's mind of the nature of a company or brand. hannahmckamie https://padlet.com/hannahmckamie/ajy0w55kovws/wish/228883093 The overall Family Greatly campaign was born from the brand’s desire to reconnect with its consumers and also distinguish Kraft brands, such as Kraft Macaroni and Cheese, Kraft Singles and Kraft Salad Dressing, from the larger Kraft Heinz parent company, according to Field.

“We spent a lot of time getting to know consumers and listening to what matters to them now,” Field said. “We found this tension, and people thinking there’s a lot of pressure on them to be perfect … Because the [Kraft] brand has been around for so long, it’s often been a part of the theme that might have put that pressure on people. It was around when there was this stereotypical family dynamic.”


 
]]> 2018-02-06 22:07:32 UTC https://padlet.com/hannahmckamie/ajy0w55kovws/wish/228883093 is it a change in strategy? hannahmckamie https://padlet.com/hannahmckamie/ajy0w55kovws/wish/228883170 I believe its a change in strategy compared to other ads. One way is that it wanted to champion real families instead of celebrates. 
“We want to see a broad array of all the ways people ‘family’ on game day,” Anne Field, Kraft director of brand building, told Ad week. “We’re giving the stage to real families. You could be in it. No matter who you are. No matter how you ‘family.'”
When Field uses the noun family as a verb, she means the way in which people show how their families uniquely interact. She explained, “How you dance, how you cheer, however you ‘family’ is great in our eyes.”

]]> 2018-02-06 22:07:54 UTC https://padlet.com/hannahmckamie/ajy0w55kovws/wish/228883170 Effective? hannahmckamie https://padlet.com/hannahmckamie/ajy0w55kovws/wish/228883256 I believe this ad is effective, because they get real life people involved. Kraft believed this would build connections with their customers. ]]> 2018-02-06 22:08:17 UTC https://padlet.com/hannahmckamie/ajy0w55kovws/wish/228883256