The brief was simple: Get the world talking about Kraft Zesty Italian Dressing. But how do you turn up the heat on a dull category? By speaking to the "me in the mom." After watching Magic Mike the night before the brief, I thought it would be great to do something that spoke directly to women and gave them a cultural moment - much like the Diet Coke had done in the 80s with their hunky man spot. It certainly has gotten the ladies abuzz with its Zestiness! And, doesn't hurt that sales are up over 20% since the launch of the campaign.