Dive Brief:

• Kraft today (April 3) announced that it is unifying all of its sauces, spreads and dressings under a master brand called Kraft Sauces, per details shared with Marketing Dive. The move includes the launch of Kraft Sauce’s first unified brand platform, “It's not art. It's Kraft.”
• The Kraft Sauces refresh includes bolder packaging and a modernized Kraft logo. The accompanying creative platform aims to empower consumers to be adventurous in the kitchen while combating today’s culture around high cooking standards.
• The platform, handled by Wieden+Kennedy, will debut on Instagram, TikTok and YouTube with content poking fun at “serious chef culture.” The Kraft Heinz marketer also unveiled five products under a Creamy Sauces line-up.

Dive Insight:

Kraft is shaking up its over 120-year-old brand by uniting its sauces, spreads and dressings under a Kraft Sauces master brand, a refresh that is complete with a modernized logo — the first change of its kind in over a decade — and bold new packaging. The move aligns Kraft with a number of others who have sought a refreshed look over the last few years. The choice to refresh and rebrand comes as many consumers are already purchasing Kraft condiments in two or more categories, per release details. 

Accompanying the master brand is the launch of the “It's not art. It's Kraft.” creative platform, which is inspired by generations of consumers who have felt the pressures of high cooking standards in a culture that treats everyone like a professional chef, per release details. Put simply, the platform is rooted in the idea that you don’t need to be a chef to make great food, according to Megan Lang, director of brand communications at the Kraft Heinz Company.

“Uniting our sauces, spreads, and dressings under a modernized and consistent brand visual identity and one powerful creative platform is a great step forward in reigniting the iconicity of our Kraft master brand. This brand evolution is rooted in a belief shared by both the brand and our core consumer — that fancy doesn’t mean better,” Lang said in release details.

The “It's not art. It's Kraft.” platform aims to communicate that ethos through multiple content series that poke fun at what it bills as “serious chef culture.” The content will run on TikTok, YouTube and Instagram and includes “Not Chef’s Table,” a series that nods to “fancy kitchens and high-brow food” while showcasing accessible and delicious mayonnaise. Another series, “Shouting Chefs” includes videos that will take cues from famous high-intensity professional chefs and pair it with uncharacteristically positive reinforcements. The efforts will be boosted by paid social and online video.

With the Kraft Sauces rebrand, the marketer is also bringing on five additional offerings as part of a Creamy Sauces line-up. The products include a Buffalo Style Mayonnaise Dressing, Burger Aioli, Smoky Hickory Bacon Flavored Aioli and two additional aiolis in garlic and chipotle flavors. The sauce selections are inspired by the 77% of consumers interested in trying new aioli flavors, per release details.

With the addition of a new logo and packaging for Kraft Sauces, parent company Kraft Heinz continues its streak of evolving brands under its purview. Last spring, Kraft Singles rebranded for the first time in five years, while Jell-O later unveiled a new logo and packaging for the first time in a decade. In 2022, Kraft rebranded its macaroni and cheese to promote a comfort food positioning. The company also hasn’t shied away from creative marketing of late, having this week paired its Velveeta brand with actress Julia Fox to create a cheese-inspired hair dye.

Kraft Heinz saw net sales decrease 7.1% in the fourth quarter, per its latest earnings statement, a decline that was attributed to ongoing consumer pressures. Still, the CPG marketer for the full-year managed to post net sales gains of 0.6%, growth that CEO Carlos Abrams-Rivera expects will continue this year with support from brand investments.