The primary target market for a company like Kraft is families, or more specifically, mothers with small children. With a new commercial for Velveeta Shells & Cheese, this company is turning that idea completely on its head. The campaign challenges consumers to “Eat like that guy you know”.
Kraft is hoping to grasp the attention of young men in their 20’s and 30’s. They are repositioning their cheesy pasta as a quick and easy meal that is both delicious and easy for anyone to make. The commercial features an “Average Joe” type male. He works at the mall, and easily make Velveeta & Shells while on the job.
This ad strikes me as an alternative to another one of Kraft’s products, Easy Mac. It seems as if they are presenting Velveeta and Shells as a more grown up version. Easy Mac appears to be geared toward younger children and college students. The market of 20-30 year old men is a segment that has not been aggressively targeted before, and I think this ad will do well in capturing the attention of the intended consumers.