{"id":20624,"date":"2017-07-24T19:43:00","date_gmt":"2017-07-24T23:43:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20624"},"modified":"2026-09-29T19:44:35","modified_gmt":"2026-09-29T23:44:35","slug":"a-tribute-to-krafts-cheesasaurus-rex-and-the-dairy-fairy","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/a-tribute-to-krafts-cheesasaurus-rex-and-the-dairy-fairy\/20624\/","title":{"rendered":"A Tribute to Kraft\u2019s Cheesasaurus Rex and the Dairy Fairy"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Who\u2019s ready to get cheesy? We\u2019re taking a stroll back through \u201890s memory lane with some of our favorite Kraft brand mascots: Cheesasaurus Rex and the Dairy Fairy. They\u2019re the cream of the crop to us \u2014 let\u2019s get to know them better!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 1991, the animated Cheesasaurus Rex made his debut representing&nbsp;<a href=\"http:\/\/www.kraftmacandcheese.com\/\">Kraft Macaroni and Cheese<\/a>. A friendly orange dinosaur, Cheesasaurus Rex was passionate about all things noodle-y and coated in cheese. He originally introduced himself to fans with his own theme song, \u201c<em>Ma-acoroni and cheese ma-acoroni and cheese oh, the cheese, it may be phony but that&#8217;s real macaroni in the ma-acoroni and cheese!<\/em>\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Cheesasaurus Rex Song (Commercial)\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/BWZ_KrqxXoQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A couple of years later, his tagline would shift to \u201c<em>When the cheese starts flowing, Kraft gets your noodle going!<\/em>\u201d Like many mascots of the 1990s, Cheesasaurus Rex was depicted as pretty active despite being extinct. He enjoyed trips to the beach, sporting events, and even performing at his own concerts. In this commercial spot from ad agency J. Walter Thompson Chicago, Cheesasaurus Rex rocks out to screaming fans in Noodletown, records a \u201cCheese Me\u201d music video, and even wins a Grammy made out of cheddar!<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Crittersphere - Cheesasaurus Rex:  Hunt for the Cheese\/Ice Fishin&amp;apos; (2009)\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/vpJn_hQ464k?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Where has Cheesasaurus Rex gone since then? He can still be spotted in commercials for Kraft along with a new tagline as he munches on the savory blue box noodles, \u201c<em>Cheese me!<\/em>\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a dinosaur enjoyed making waves inside kitchen cupboards everywhere, a magical bovine was taking over household fridges. It was none other than the Dairy Fairy, an animated cow with wings that sprinkled a little fantasy fun inside every package of&nbsp;<a href=\"http:\/\/www.kraftrecipes.com\/kraftcheese\/kraft-singles.aspx\">Kraft Singles<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Laura R. Oswald, author of the book&nbsp;<em>Marketing Semiotics: Signs, Strategies, and Brand Value<\/em>, wrote that the&nbsp;<a href=\"https:\/\/books.google.com\/books?id=42IQnidxP8IC&amp;pg=PA120&amp;lpg=PA120&amp;dq=kraft+singles+dairy+fairy&amp;source=bl&amp;ots=N76vQqBInx&amp;sig=EBxEcYFRNpP62S3GIFu94cUfVT8&amp;hl=en&amp;sa=X&amp;ved=0ahUKEwix-pWQ7qDVAhUJ7GMKHUw8AtU4ChDoAQhbMAk#v=onepage&amp;q=kraft%20singles%20dairy%20fairy&amp;f=false\">Dairy Fairy campaign<\/a>&nbsp;began in 1996 and ended in 1998. It marked a unique, new kind of narration where roles of parents were cut to a minimum and children took over.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Kraft cheese Dairy Fairy commercial\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/CS6SCCWSABg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In this commercial spot, an older sister explains to her younger sister how five ounces of milk go into every slice of Kraft Singles. Naturally, it\u2019s the Dairy Fairy flying into the kitchen and using a magic wand (plus milk) to make the cheese we know and love today.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While we might not see much of the mascot now, the campaign then was a big success with adults and kids alike. Maybe one day we\u2019ll see a throwback to the Dairy Fairy floating back into Kraft Singles commercials!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Who\u2019s ready to get cheesy? We\u2019re taking a stroll back through \u201890s memory lane with some of our favorite Kraft brand mascots: Cheesasaurus Rex and the Dairy [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20625,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20624","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A Tribute to Kraft\u2019s Cheesasaurus Rex and the Dairy Fairy | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/a-tribute-to-krafts-cheesasaurus-rex-and-the-dairy-fairy\/20624\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Tribute to Kraft\u2019s Cheesasaurus Rex and the Dairy Fairy\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor Who\u2019s ready to get cheesy? We\u2019re taking a stroll back through \u201890s memory lane with some of our favorite Kraft brand mascots: Cheesasaurus Rex and the Dairy [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/a-tribute-to-krafts-cheesasaurus-rex-and-the-dairy-fairy\/20624\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2017-07-24T23:43:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-29T23:44:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/09\/Screenshot-2026-09-29-at-4.44.04-PM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1850\" \/>\n\t<meta property=\"og:image:height\" content=\"1120\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"becky\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta 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