Kraft Dressing
Flavor meets fashion: Kraft finds a winning combo on Pinterest
Kraft Dressing thought outside the bottle with lifestyle Pins aimed at a fashion-loving audience
Salad dressing and fashion may not be natural companions, but Kraft Dressing made them fast friends.
Food or fashion, entertainment or education—all of those things can be well dressed. Kraft Dressing’s “Well Dressed” lifestyle campaign celebrated people doing what they love, across their lives. They wanted to show a connection between seemingly disparate categories, helping people celebrate what they enjoy most.
+5.9 points
in Pin awareness1
+2.3 points
in brand favorability1
From salad bowls to style boards
Kraft hoped to reach a mix of Gen Z and Millennial Pinners who were interested in showing off their individuality. They partnered with their Pinterest team to create specific audience segments based on campaign needs and goals.
In their research, fashion kept coming up as a way to show personality and individuality. So Kraft decided to play into this love for style with ads targeted against trending fashion topics. With the idea of a “well dressed life” as inspiration, they used the Pinterest trend tool to identify trending fashion terms, like “cool outfits” and “male fashion aesthetic.”
Creative agency Wieden + Kennedy then designed ads featuring lifestyle images of people eating well dressed salads. These ads were targeted against fashion keywords, making the connection between well-dressed salads and a well dressed life.
After a first round of awareness ads, Kraft decided to run a second phase focused on consideration. This round of ads featured the same playful copy like “All Hail Classic Caesar,” and “Long Live Zesty Italian!” but they targeted people further down in the funnel.
"We wanted to show up for our target audiences in a fresh, unexpected way. Pinterest offered a unique opportunity to connect, and we’re thrilled with the success of our 'Well Dressed' campaign."
Frances Sabatier
Brand Manager, Brand Communications, The Kraft Heinz Company
Dressed for success
Kraft’s "Well Dressed" campaign was a showstopper on Pinterest. The brand saw a 5.9-point increase in Pin awareness, meaning audiences showed a greater likelihood of remembering these ads, compared to other Kraft Pins.1 Plus, they saw a 2.3-point increase in brand favorability with people on Pinterest, helping boost their popularity.1
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Think outside the box. Don't be afraid to explore new avenues for growth and innovation, even if it means venturing beyond your brand's traditional space.
Tie targeting and creative together. To truly connect with your audience, make sure your targeting and creative work together in harmony.
Run a multi-objective campaign. Running awareness and consideration campaigns concurrently helped boost brand lift.1