Kraft crowdsourced pictures and videos from real families on Super Bowl Sunday for its 30-second spot

This year was the first time Kraft ever participated in Super Bowl advertising, with a 30-second spot during the third quarter of the game—made in real time, with real families. The American food giant began collecting pictures and videos on social media beginning at 6 a.m. on Super Bowl Sunday via the hashtags #FamilyGreatly and #KraftEntry.

The ad is part of Kraft’s larger ‘Family Greatly’ campaign that celebrates families and each one’s unique ways of handling life and parenthood. The brand selected the winning pictures by 8:30 p.m., just in time to display them in its ad.

Kraft

This year was the first time Kraft ever participated in Super Bowl advertising, with a 30-second spot during the third quarter of the game—made in real time, with real families. The American food giant began collecting pictures and videos on social media beginning at 6 a.m. on Super Bowl Sunday via the hashtags #FamilyGreatly and #KraftEntry.

The ad is part of Kraft’s larger ‘Family Greatly’ campaign that celebrates families and each one’s unique ways of handling life and parenthood. The brand selected the winning pictures by 8:30 p.m., just in time to display them in its ad.