Kraft Zesty launches new 'Let's Get Zesty' integrated campaign via Being, Los Angeles


Kraft and Being Los Angeles have unveiled a new campaign for Kraft Dressings called "Let's Get Zesty."

Featuring TV, print, online and social, the TVCs launched exclusively on the Bravo entertainment network during the popular Real Housewives of Orange County season premiere. In the TVC, the audience is introduced to the Zesty Guy (@thezestyguy,) the host of a parody cooking show, who demonstrates how to add a little zest to meal preparation. 


Each of the TV commercials has a surprising twist at the end and reminds the viewer how they can put a little zest in everyday moments, while giving them a new way to look at dressings. Further online shorts will run on and reflect some popular Bravo TV moments through their story lines.

Following the commercial's debut, the Zesty Guy will make an appearance on Bravo's Watch What Happens Live as Andy Cohen's guest barman. At the website consumers can create digital Zestygrams, personalizing and customizing messages featuring the Zesty Guy, to send to friends.

Print will also run in popular women's magazines, including People, Glamour, Cosmopolitan and US Weekly.

Says Patrick O'Neill, Being executive creative director: "With this campaign, we wanted to disrupt an overly pragmatic category. It talks to women in a more entertaining way, during their "me" time and taps into pop culture. It was created by women and for women, with one thing in mind: getting women zesty."  

The campaign was created by Being Los Angeles, supported by Shopper Arts Network for consumer promotions and media agency, Starcom.



Tyler Hilt said:

Production Company: Green Dot Films
Richard Farmer - Director
Shawn Kim - DP
Darren Foldes - Executive Producer
Rich Pring - Executive Producer
Geoff Clough - Producer

Editorial: Whitehouse Post
Joni Williamson - Executive Producer
Dan Oberle - Editor
James Dierx - assistant editor
Lynne Mannino - Post Producer

VFX: The Mission
Michael Pardee - Executive Producer
Rob Trent - Creative Director
Ryan Meredith - VFX Producer

Music: Massive Music
Scott Cymbala - Executive Music Producer
Jessica Entner - Executive Music Producer

Agency: Being
Chief Creative Officer: John Norman
Executive Creative Director: Patrick O’Neill
Associate Creative Director/Art Director: Lindsey Montague
Art Director: Annie Johnston
Copywriter: Clay Summers
Executive Director of Integrated Production: Richard O’Neill
Producer: Tim Newfang
Director of Business Affairs: Linda Daubson
Executive Business Manager: Lisa Lipman
Project Manager: Holly Prine
Global Account Director: Jennifer Nottoli
Account Director: Shannon Franqui
Account Supervisor: Pamela Lloyd
Account Executive: Francesca Nunez
Assistant Account Executive: Brigette Edler
Group Account Assistant: Alissa Pindea
Group Planning Director: Lorraine Ketch
Planner: Whitney Martinez

Mary said:

Being/LA..congrats..finally someone realized that women look at advertising too!! So tired of angels in push up bras..really?? This guy with tongue in cheek humor could sell me anything!
Bravo Kraft and BLA!
More please!

Donna said:

I opened my People Magazine only to find a Kraft ad, Get Me Zesty, which had a picture that I consider soft porn. Why does your corporation feel they need to peddle soft porn to get consumers to purchase a salad dressing. Very poor taste and a serious error in judgment.

Erika said:

I agree with Donna. The People magazine 2-page spread is selling something other than salad dressing. Listen, I'm no prude, but IMO this ad is more suited to one of the swinger websites I belong to, not a cheesy family entertainment magazine. Please consider what might be a more age-appropriate audience (Cosmo, More, etc) for this ad.

diana b. said:

this is the first time I have ever written a company concerning an ad. however, this ad requires a comment. I do not think it is appropriate for people mag or any other for that matter. young girls look at these mags. put these ads in playboy/playgirl not mags on newsstands.

Billie Baker said:

Your porn "guy" is a poor example of your product. Nothing with the name of KRAFT will enter my home again.

Angel said:

Beats the heck out of having to watch all the "Viagra" commercials, where the men take a pill(s) to help them have sex!!! Later the couple Is in a bath tub out in the middle of NO where. Com'on...there is NOTHING wrong with the Zesty commercials. All creatures are sexual.....all but the Nuns & Priests"....well I'll leave the "priests" comments alone!!!

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