100 Days of Leo Burnett, the Midwestern Master of Mascots DAY 88

Here’s today’s Leo:

Good advertising is a happy wedding of words and pictures, not a contest between them.” — Leo Burnett

They don’t TV advertise “Kraft Singles” anymore, but boy oh boy — when they did, it was world-class. Here’s to a wonderful marriage of words and pictures, in a tear-jerker which evokes all the feels of being a parent, and makes you want to stuff slice after slice of Kraft cheese into your kids. Maybe all the preservatives will keep them forever young? JK — they don’t have preservatives or artificial ingredients … and let’s face it, the only way to really enjoy a great grilled cheese sandwich is to enjoy one made with Kraft Singles.

This campaign was a sensation in Canada when it first aired in 1986. I loved it then, now that I’m a parent, it’s 10x as impactful. Note the combination of emotional appeal, hard-hitting reason why, and a great selling line — “Good Food to Grow Up On.” Classic advertising at its best:

#madmen #advertising @LeoBurnett #LeoBurnett #Kraft

Continue to Day 89