Launched: MAY 2012
Designed to focus on recipe inspiration beyond the typical salad greens, Kraft introduces its redesigned and rebranded salad dressing, Anything Dressing. The updated see-through label features vibrant photographs of three plates of food that communicate the unique recipes that can be made with that specific variety — the recipes can be found on www.anythingdressing.com. The bottles are also color-coded, and a few of the flavor names have been updated to ease consumers’ shopping experience. To further encourage consumers to think “outside the salad bowl,” the rebranded dressing campaign includes a new TV spot, national print campaign, Twitter and Facebook pages and in-store signage.
Bright Design, www.brightdesign.com