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Les Seifer

vice president, head of creative

Kraft Dressings champion lettuce and other under rated veggies in new TV creative

Kraft Dressings is aiming to give lettuce and vegetables like it their moment in the sun with ‘Food deserves delicious’, a new campaign championing the underdogs of the veggie world.

The TBWA\Chiat\Day NY campaign manifesto is about the veggies that never leave the drawer and shows these underdogs being fictitiously celebrated and elevated within American culture, a juxtaposing voiceover ramps up the absurdity of this notion.

Seeing these foods celebrated aims to drives home the message that these foods are not mealtime heroes without a little help from Kraft.

A 30 second version will run across American TV networks with a 45 second creative featured on YouTube, while more ads for Kraft Dressings are set to launch in the coming weeks.