A day dedicated to grilled cheese

There's no reason for anyone to be in the "lonely tummies club" today. Kraft Singles looks to fill the void.
singles

Guys, it’s National Grilled Cheese Day! We had no idea this existed, and we’re ecstatic because we have a legitimate excuse to eat a grilled cheese sandwich for breakfast, lunch and dinner without anyone judging, which happens sometimes.

In celebration of the momentous day, Kraft Heinz Canada has released the “Meet the Singles” campaign in an effort to convince consumers to do exactly what we just said and eat grilled cheese today (made with Kraft Singles, naturally).┬áThe spots below are a sort of parody of those low-budget, green-screen “hot singles” ads that sometimes tend to clog up the internet. They feature sultry male and female narrators attempting to tempt the viewer with sandwiches and their cheese-oozing innards as they sit on a chopper, in front of a fire and on a leather chair.

The spots are part of a integrated campaign that also includes social, in-store activations and PR, with creative produced by Leo Burnett, in addition to a survey on “what Canadians love about grilled cheese sandwiches” led by Edelman (with the results being released to media outlets today). Naturally, we’re pretty happy the team went the cheesy route for a cheesy campaign.

Credits:

Brand: Kraft Heinz (Kraft Singles)
Agencies: Leo Burnett, Edelman