The Drum Awards for Marketing - Extended Entry Deadline

-d -h -min -sec

Modern Marketing Ad of the Day Brand Strategy

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


By Audrey Kemp | Junior 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.“

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.

Modern Marketing Ad of the Day Brand Strategy

More from Modern Marketing

View all


Industry insights

View all
Add your own content +