Kraft Heinz Co. is taking its biggest step yet in promoting Kraft as a brand, buying a spot in the Super Bowl for the name that's prominently featured on its Kraft Singles and other packaged foods.
The Kraft brand began running a "Family Greatly" campaign in December that features real families rather than established actors in an online video. It is planning the same approach for the Super Bowl ad, which like the online approach comes from Leo Burnett.
Further details on the Super Bowl commercial were not immediately available. It is the first big-game commercial for the Kraft brand itself, which appears on products including Kraft Singles, cheese, macaroni and cheese, dressing, mayonnaise and barbecue sauce. (In a similar vein, after buying Super Bowl ads to promote its brands such as QuickBooks and TurboTax, Intuit this year is running its first Super Bowl spot for its own brand.)