Kraft Canada rebrands Kraft Dinner
Kraft Canada has rebranded its Kraft Dinner line of macaroni and cheese products as KD. New packaging reflecting the rebranding will roll out over the next year. The company is promoting the name change with an installation today in downtown Toronto. The installation takes the form of a pantry distributing samples of the product. The promotion also involves the participation of rapper Kardinal Offishall, who will change his name to Kardinal D'Offishall for the initiative.
"What’s in a name?" said Kristen Eyre, brand director for KD at Kraft Canada. "When it comes to KD, there's plenty. It conjures memories, stokes hunger and brings smiles to faces. Our fans made us who we are today. With every squirt of ketchup, chopped up wiener or shot of hot sauce, they've made KD their own. Right down to the name. And so we celebrate their love for us by adopting the name they gave us. KD is now officially KD."