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Ad campaigns typically focus on novelty as they seek to build excitement for new products, but that is harder to do for a category leader that has been around for more than 70 years. So Kraft Heinz’s Ore-Ida is taking the opposite approach, with its new “Deliciously Predictable” platform that kicks off a brand refresh set to hit shelves in April 2024.
The first work from the brand in more than five years comes from creative agency Johannes Leonardo, which enlisted director Will Wightman and London animation studio Blinkink.
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