Kraft Finds Comfort in Nighttime Snacks and Resolution Cancellation, Thanks to Johannes Leonardo's Glorification Strategy
Kraft Breaks Away from Traditional New Year's Day Marketing
Kraft, a brand known for its indulgent offerings, is shaking up the norms for New Year's Day marketing. The brand's latest campaign aims to create a conversation around the importance of comfort and its role in personal growth, rather than the typical self-improvement goals.
The campaign, as explained by Hunter Hampton, group creative director at Johannes Leonardo, is designed to strike a personal chord and provide an unexpected sense of empowerment towards comfort. It's an opportunity for Kraft to connect with consumers on a deeper level and challenge societal norms.
Contrary to the usual consumer behaviour during the holiday season, Kraft's New Year's Day campaign is a response to the time when brands typically capitalise on consumer self-improvement goals. Consumers often have a list of self-improvement goals, which often include purchasing upscale workout clothes and complicated cooking equipment. However, this campaign takes a unique approach, promoting a resolution-less New Year.
The campaign also aims to redefine the perception of comfort. It challenges the notion that comfort is the enemy of progress, a common perception that is the first suggested result when typing the word "comfort" into Google. This departure from the brand's traditional association with indulgence is a bold move by Kraft.
Kraft Heinz’s strategy for the New Year, as reflected in their 2026 Trainee and Internship Programs, focuses on leadership development through immersive, project-based learning and mentorship. These programs emphasize building legacy, creativity, business understanding, and collaborative leadership skills within a structured, supportive environment that includes direct engagement with senior executives.
This approach challenges the traditional notion of self-improvement at the start of the year, which often centers on individual, vague goals like dieting or fitness resolutions. Instead, Kraft’s strategy is systematic and professional, embedding growth within concrete business challenges, cultural ambassadorship, and leadership principles (WIN leadership). This redefines New Year’s self-improvement from isolated personal goals to career-focused development and legacy-building within a collaborative setting.
In summary, Kraft's New Year's Day campaign is a departure from the brand's traditional association with indulgence. It's an attempt to create a conversation around the importance of comfort and its role in personal growth, and it aims to empower individuals by redefining the perception of comfort. The campaign is a response to the holiday season, which is a time when brands typically capitalise on consumer self-improvement goals. It's also unique in its approach to New Year's Day marketing, as it promotes a resolution-less New Year.
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The campaign encourages a shift in lifestyle, moving away from the usual self-improvement goals to focus on the role of comfort in personal growth. The index of Kraft Heinz’s 2026 Trainee and Internship Programs shows this shift, as they focus on leadership development through education and self-development, rather than food-and-drink indulgence. [1] [2]
Kraft's New Year's Day campaign positions comfort not as an enemy to personal growth, but as a key factor. This goes against the common position of comfort in Google search results, which typically associates it with laziness or stagnation.
The brand's strategy for the New Year, as reflected in their internship programs, seeks to redefine personal-growth by embedding it within business challenges, cultural ambassadorship, and leadership principles. This suggests a new perspective on self-improvement, one that encourages growth through professional development and legacy-building, rather than through personal resolutions like dieting or fitness goals. [1] [2]
