Kraft’s Father’s Day Gift is the Cheesiest of Them All
Kraft and Leo Burnett Chicago helped last-minute gift givers by auctioning personalized cheese sculptures
Our cheesy joke-telling dads may not be perfect, but they’re always great – and that’s something to celebrate. That’s why, this Father’s Day, Kraft and Leo Burnett Chicago helped five people give the ultimate last-minute Father’s Day gift: a cheese sculpture that looks just like him.
In its cheesiest contest yet, Kraft auctioned five custom-made cheese dad sculptures, shaped in the likeness of the winner’s father. Each sculpture was carved from a 40-pound block of Kraft Sharp Cheddar Cheese and took three days from start to finish to craft. In addition to the sculpture, all proceeds from the auction benefited Feeding America, with a dollar-for-dollar donation match from Kraft up to $25,000.
The auction builds on the brand’s “Family Greatly” platform by Leo Burnett Chicago, which celebrates the many ways families come together – even those that include cheesy dad jokes. The activation is further amplified through broadcast media and influencer support. The public is also encouraged to join in the conversation and celebrate their great, imperfect dads this Father’s Day using #CheesyIsGreat and #FamilyGreatly.