The 2018 Kraft campaign "Family Greatly," launched during the Super Bowl in the United States, centers on reinforcing Kraft’s positioning as a brand deeply connected to family experiences and shared moments around food. The campaign’s proposition emphasizes the emotional value of family togetherness, suggesting that Kraft products are an integral part of creating meaningful, joyful occasions in everyday life. By focusing on the family unit, Kraft aims to associate its brand with warmth, connection, and the enhancement of communal dining experiences.
Strategically, Kraft leverages the high-profile Super Bowl platform to reach a broad, diverse audience at a time when food and social gatherings are top of mind. The creative angle employs a narrative approach, underscoring relatable family dynamics and the universal appeal of coming together around meals. This insight taps into consumers' desire for authentic connections and positions Kraft not merely as a food product but as a facilitator of family bonding. Additionally, Kraft’s integration of a call to action encouraging viewer participation in the campaign (such as the chance for families to be featured) serves to deepen engagement, creating a sense of inclusion and personal relevance. Overall, the campaign’s strategy uses emotional storytelling aligned with the cultural significance of the Super Bowl to reinforce brand loyalty and enhance Kraft’s presence in the competitive food and drink market.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
The “Family Greatly” Kraft Super Bowl campaign fits FORMAT#10 because, based on the campaign title, genre, and metadata ("Your Family Could Be in Kraft’s…"), it centers on real families and user-submitted imagery to represent everyday people in their authentic lives. The creative strategy is to showcase a wide spectrum of family moments, highlighting inclusivity and relatability rather than presenting a solution, celebrity, or story-driven resolution. This approach creates emotional resonance and positions Kraft as a brand for all types of families, closely aligning with Associated User Imagery, which leverages representation, identification, and aspiration.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Kraft Heinz – While Kraft is part of Kraft Heinz, the broader conglomerate positions itself as a leader in convenience and innovation in packaged foods, emphasizing trusted, classic American flavors and extensive product variety to appeal to multiple generations seeking both nostalgia and modern tastes.
2. General Mills – General Mills positions itself as a health-conscious and family-friendly brand, focusing on wholesome ingredients, nutrition, and sustainability. Through brands like Cheerios and Betty Crocker, they emphasize a blend of convenience, natural ingredients, and trusted quality for everyday family meals.
3. Nestlé USA – Nestlé focuses on premium quality and nutrition with a broad portfolio spanning snacks, beverages, and prepared foods. The company leverages a reputation for trusted innovation, health and wellness, and global reach while addressing diverse consumer tastes and dietary needs.
4. Conagra Brands – Conagra emphasizes bold flavors and convenience with a strong portfolio of frozen and packaged foods like Hunt’s and Healthy Choice. Their positioning hinges on delivering easy-to-prepare meals with quality ingredients that fit modern busy lifestyles.
5. Campbell Soup Company – Campbell centers its market positioning on comforting, familiar foods with an emotional connection to home-cooked meals. They emphasize transparency, clean labels, and innovation in soups and snacks to meet evolving consumer preferences for simple, wholesome eating.
Q: What is Family Greatly about?
A: Family Greatly is a 2018 campaign created for Kraft in the United States, designed to coincide with Super Bowl LII. Developed as a film for the food and drink sector, the campaign centers on the emotional resonance of family togetherness, using a single media asset to showcase authentic moments around the dinner table. By inviting real families to participate and envision themselves in the Kraft story, the campaign positions Kraft as an inclusive, family-first brand. The pre-game Super Bowl placement was a strategic move to maximize visibility and engagement during one of the year’s most watched television events.
Q: What creative device does Family Greatly use?
A: Family Greatly employs FORMAT#10 ASSOCIATED USER IMAGERY, as defined by Clapboard’s 12-format taxonomy. This creative approach centers on showcasing real families and user-submitted imagery to create a relatable and inclusive narrative. Rather than focusing on celebrities or a single storyline, the campaign highlights a diverse spectrum of family moments, allowing viewers to see themselves reflected in the brand. This technique leverages representation and aspiration, fostering emotional connection and reinforcing Kraft’s position as a brand for all families.
Q: What is the campaign proposition for Family Greatly?
A: The campaign proposition for Family Greatly is to reinforce Kraft’s identity as a brand deeply intertwined with family experiences and shared meals. By focusing on the emotional value of togetherness, Kraft aims to position its products as essential to creating meaningful, joyful occasions in everyday life. The campaign targets a broad audience during the Super Bowl, tapping into the cultural significance of communal dining and authentic connections. Through its narrative and participatory call to action, Kraft seeks to deepen engagement and loyalty by making the brand personally relevant to families across America.
Q: How does Family Greatly rank in Clapboard's archive?
A: Family Greatly holds a Clapboard Campaign Score of 54/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the competitive landscape of food and drink advertising.
Q: Who are the competitors in Kraft's category?
A: In Kraft’s category, competition comes from several major players: Kraft Heinz leverages its heritage and product variety to appeal to both nostalgic and modern tastes; General Mills emphasizes health-conscious, family-friendly meals with a focus on nutrition and sustainability; Nestlé USA positions itself around premium quality, innovation, and broad consumer appeal; Conagra Brands targets convenience and bold flavors for busy lifestyles; and Campbell Soup Company centers on comfort, transparency, and simple, wholesome eating to connect emotionally with consumers.
.webp)
