The key word in that partnership was “fun“, which served as the basis of a new, “wacky” campaign designed to “rekindle memories of a happy childhood.”
Now the brand has had a change of heart.
The hiring of Anomaly followed the appointment of new CMO Tony Matta, who joined from Frito Lay and aimed to establish ”a new tone in the voice and a new target demographic, which won’t be defined by age or gender.”
“We have a relationship with Union and the creative team there. We know what they can do and are looking forward to having them work on Kraft Dinner.”
Kraft did not give much detail as to why they made the move or whether they plan to continue with the “Let Your Fun Out” campaign. The fact that the company let its AOR go after mere months says a lot.