Creative Works OOH Brand Strategy

US Ad of the Day: Kraft dishes out noodles exclusively for ‘spoon eaters’ in Canada


By Audrey Kemp, LA Reporter

March 8, 2023 | 7 min read

“We forked up,” admits Kraft, after realizing its ads have only represented forkfuls of its noodles instead of spoonfuls — until now.

billboard that says: "finally, a KD for spoon eaters"

Kraft is hoping those noodling around Canada will see its "new" product offering / Credit: Kraft

This special-edition of the US Ad of the Day is served for our neighbors up north. Chew on this, Canadians: KD for spoon-eaters is finally available in grocery stores.

Kraft Dinner, known as ‘KD’ in Canada and ‘Kraft Mac & Cheese’ in the US, has created an out-of-home, print and packaging campaign specifically for consumers who prefer to scoop the dish with a spoon instead of spear it with a fork.

The work comes after Kraft’s recent survey found that 43% of Canadians who eat KD eat it with a spoon — that’s 13 million Canadian spoon eaters. All the while, the brand has paired the noodles with a fork on its ads and packaging.

To make amends with consumers, Kraft has released limited-edition Spoon KD — the exact same product, now for spoon eaters.

The product is being amplified with a one-page print ad in Canadian newspaper, The Globe and Mail, stating “We forked up,” and out-of-home placements, that say “Finally, a KD for spoon eaters.“

Suggested newsletters for you

Daily Briefing


Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week


See the best ads of the last week - all in one place.

The Drum Insider

Once a month

Learn how to pitch to our editors and get published on The Drum.

The Canada-centric campaign has the same cheesy, tongue-in-cheek sensibility as US-based work from Kraft, like this huggable noodle that was placed in Philadelphia after the city lost Super Bowl LVII last month.


Agency: Rethink

Media: Carat

Social: The Kitchen

PR, Influencer: Middle Child

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Creative Works OOH Brand Strategy

More from Creative Works

View all


Industry insights

View all
Add your own content +