Smart + comfy

New advertising campaign for Kraft Dinner (Canadian version of Kraft Macaroni & Cheese) aimed at older market (vs. kids). Embraces idea that Kraft Dinner is a “guilty pleasure” by showing people with satisfied looks on their faces, but their eyes are covered. Toys with notion that the normally food-snobbish Quebecers still enjoy the simpler things, even if they don’t want to admit it. Media by MediaVest and Creative from Taxi. The non-nonsense friendly portraits with the identity-masking boxes are both clever and endearing (cool pastel color palette helps). Does make you think of those Kraft Macaroni & Cheese years way back. Why not tonight with a nice pinot noir?