A comedic campaign for Kraft Dinner entitled 'A Guilty Pleasure' features a series of censored portraits. Aiming to portray the branded pasta as an enticing and forbidden treat, each ad shows a different person craving Kraft Macaroni and Cheese with an upturned tongue or bitten lip. The figures in each portrait are censored with a Kraft box to augment the notion that the food product is forbidden.
A Guilty Pleasure was engineered by Canadian ad agency TAXI. Based in Montreal, the agency created the promotion in order to shift Kraft Dinner's brand image in Canada. Since the popular cheesy pasta is often seen as a cheap and unhealthy meal option, branding it as an occasional treat helps to diffuse that image.
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