If you’re looking for your 15 minutes of fame, here’s your chance: Kraft is asking families across the country to submit photos and videos of themselves on Super Bowl Sunday for a chance to appear in the brand’s game day ad, which will air during the second half.
Starting bright and early on Feb. 4, Kraft will begin asking families to share on Instagram and Twitter how they’re celebrating the big game using the hashtags #FamilyGreatly and #KraftEntry. Whether it’s a photo of snack prep or a video of the whole family cheering for their favorite team, the brand is looking to spotlight how real families are celebrating this year’s face-off.
As submissions roll in throughout the day, Kraft and its creative agency Leo Burnett Chicago will begin putting the 30-second spot together. A separate ad will air just before kickoff to remind viewers that they still have time to submit. The window for submissions will close at 8:30pm eastern.
“Throughout the course of the day, we’ll be looking at all the activity that’s occurring with those hashtags and really having an eye to family-generated content that showcases different types of families and types of activities,” said Anne Field, director of brand building for Kraft. “We’ve thought through some of the executional elements like the music, but we’ll really be making the ad in real time on that day.”
To get the word out about the initiative, Kraft has created a "teaser" spot that will run on TV, digital and social in the days leading up to the game.
The brand's "family-generated" Super Bowl commercial is an extension of Kraft’s ‘Family Greatly’ campaign, which launched last month with a video that featured real parents discussing the impossible standards they set for themselves when it comes to parenting. The aim of the campaign is to encourage parents to stop putting so much pressure on themselves to be perfect.
“What we think we have now is the opportunity to build on some of the momentum from the launch in December and really kind of walk the walk around building an emotional connection with today’s families.” said Field. “We thought the Super Bowl was the ultimate place to give the stage to families.”
Rather than being product-specific, the ‘Family Greatly’ effort promotes all products that fall under the Kraft brand name, including its macaroni and cheese, mayonnaise, line of salad dressings, shredded cheese and barbecue sauces. By uniting its portfolio of offerings under one overarching tagline, the company is hoping to strengthen what the Kraft brand stands for.
“Over the course of the brand’s existence, a lot of our messaging has been around the specific categories and the relevant features within those categories. While that’s certainly important and an ongoing piece of communications strategy, we see an opportunity to build consistency in the brand and how it really appears as a brand to people, and to build an emotional connection that can kind of live over the top of the category-specific messaging,” said Field. “The Super Bowl’s really the platform to help build that emotional relevance and bring the purpose to life.”