OPPORTUNITY
Kraft wasn’t just a salad dressing anymore, but shoppers still saw it that way. The brand needed to earn a broader role in the fridge—and give people a reason to reach for it beyond the salad bowl.

IDEA
Kraft Anything Dressings reframed the bottle as an all-purpose condiment for salads, sandwiches, snacks, and whatever else needed a little more flavor. Bold color, craveable food, and irreverent messaging brought the idea to life with a fresh new point of view.

RESULTS
Working alongside TBWA, Integer helped turn a packaging refresh into a more flexible brand platform—inviting shoppers to see Kraft dressing as more than one thing, and use it on just about anything.