Kraft JELL-O
At Draft-FCB I was part of the team that worked on the Kraft account and a number of their products. My primary role was the ACD co-lead of the Jell-O account.
Featured below are "Jell-O Make Fun", a one off TV spot to reinvigorate the sales of dry packaged Jell-O and "Hello Jell-O", a multi-channel advertising campaign.
Service
Advertising, Creative Direction, Print, OOH, TV, Experiential, Packaging Design
Client
KRAFT
My Role
ACD
Team
CDs:
Howie Ronay
Gerald Cuesta
JELL-O Make Fun:
Our challenge was to convince moms that Jell-O was a snack worth taking the time to make– that your kids will love just as much as the pricey trendy snacks.
This commercial scored the highest in all of Kraft's TV testing history. So much, that they ran the tests a second time– which produced the same top results.
Hello Jell-O
Jell-O was in need of a fresh, new contemporary look and unified marketing campaign. Our nation was in need of a little more happy in our day to day, overly routined lives. If there ever was a product made for this, it was Jell-O.
Jell-O was on a mission to bring out the happy, one cup at a time.
We launched the campaign with 200 teaser stencils in 5 major cities. Followed by print, TV, digital campaign and app for Facebook, new packaging, and a cross-county "Giggle Tour" where kids could try out to have their giggle featured in our next TV spot.
Hello Jell-O TV
The brand essence of Jell-O is surprise and delight, so we took our team of Hello Jell-O ambassadors to the streets to intercept people at there most mundane moments and bring them a spoonful of happy. These are real reactions from real people nationwide.