Kraft has been in business since 1903 acquiring many brands over the years. Their new Italian dressing campaign features "The Zesty Guy" in provocative TV ads which have received over 1 million views each. While the ads are effective at selling the product, some criticize them as exploiting women and promoting unhealthy body images. Despite some criticism, the revenue from the Zesty Guy ads will likely ensure more similar campaigns are produced, as Kraft made $48 million in combined revenue from all brands last year.

2. WHEN IT ALL BEGAN
• 1903 KRAFT STARTS THEIR BUSINESS, MAINLY SELLING CHEESE AND THEN AQUIRES MORE AND MORE
BRANDS OVER THE YEARS.
• NOW THE NEW THING INSTEAD OF THE GENERIC KRAFT MAC AND CHEESE, IS THE ZESTY GUY SELLING
THEIR BRAND OF ITALIAN DRESSING.
• THE ZESTY GUY IS FEATURED IN ABOUT 4 TV ADS…AS OF RIGHT NOW, WITH EACH HAVING ALMOST 1
MILLION VIEWS OR MORE. SO THEIR PRODUCT IS GETTING SOLD ALTHOUGH VERY OFFENSIVE. WHO
WOULD WANT TO BUY SALAD DRESSING FROM A BASICALLY NAKED MAN…YUCK.

4. WHO’S TARGETED
• OF COURSE HERE WOMEN ARE THE AUDIENCE OF INTEREST, AFTER ALL WE LIKE TO EAT HEALTHY RIGHT?
• MOST WOMEN TEND NOT TO EAT AS HEALTHY AS THESE COMMERICIALS PERCEIVE US TO.
• MOST WOMEN ALREADY HAVE A BAD IMAGE IN THEIR MINDS OF HOW THEY LOOK, AND ADS LIKE THIS ONE
FEED TO THE FIRE.
• ALL ADS ON TV EITHER TARGET WOMEN INTO A CERTAIN BODY TYPE, OR TO EAT REALLY HEALTHY TO GET
THE MAN OF THEIR DREAMS.

5. OPINIONS
• TERI HADLEY POSTED: "REALLY KRAFT?! OK, THE GUY IS HOT, AND THEY'VE BEEN USING WOMEN IN THIS
TYPE OF ADVERTISING FOR YEARS, STILL DOESN'T MAKE IT MORAL.“
• TRACY LAING WROTE: "I LOVE STRONG PERSONALITIES AND FLAVORS BUT I WANT TO BUY SALAD
DRESSING... NOT SEX APPEAL."

6. STATS
• KRAFT LAST YEAR BROUGHT IN A COMBINED REVENUE, BETWEEN ALL OF THEIR BRANDS, A WOPPING 48
MILLION DOLLARS.
• WITH THE ZESTY GUY RAKING IN A GOOD CHUNK OF THAT, NEEDLESS TO SAY THESE ADS AREN’T GOING
ANYWHERE AND MORE LIKE THESE ARE SOON TO COME.

7. SO…..LETS GET ZESTY

8. SOURCES
• BAHADUR, NINA. "KRAFT ZESTY DRESSING AD OFFENDS 'ONE MILLION MOMS,' SPARKS DEBATE." THE
HUFFINGTON POST. THEHUFFINGTONPOST.COM, 14 JUNE 2013. WEB. 01 NOV. 2013.
• "KRAFT FOODS." CNNMONEY. CABLE NEWS NETWORK, N.D. WEB. 01 NOV. 2013.
• "THE LONG, STRANGE HISTORY OF KRAFT FOODS." DEAL JOURNAL RSS. N.P., N.D. WEB. 01 NOV. 2013.