The Well Dressed Merch Tour Collection

In a world where people stan everything, no one seems to celebrate salad fans. So for the first time ever, Kraft decided to celebrate salad fandom by spotlighting classic Kraft Dressings people love most. Introducing The Well Dressed Merch Tour Collection, Kraft Dressing’s ode to salad enthusiasts everywhere.
Just as music lovers proudly wear their favorite bands on iconic tees, we wanted to inspire salad stans to represent their favorite dressing and well-dress themselves with our exclusive dressing-inspired shirts, just as they would well-dress their salads.
We matched up our six best-selling dressings with a range of music genres from rock to country, creating unique designs both visually and typographically. We packaged them in faux LP covers with salad recipes as music tracks, drawing the parallel of ingredients of a well-dressed salad to that of a solid album. Then we put them up on our Merch Tour site and spread the news through digital, social and influencer channels, encouraging people to sign up for a chance to win one of the coveted shirts.
With an impressive 135K+ site visitors and 10K submissions, we rapidly fulfilled 100% of the available merchandise. We also surpassed our paid media goal by 2.2MM impressions and secured 1.1MM earned impressions in PR. All in all, a successful campaign that helped people well-dress themselves (and their salads).