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For the second time in 17 months, Kraft Foods Group is rebooting its struggling Jell-O franchise with new positioning and a new campaign.

The effort, which is the first work for Jell-O by new agency Leo Burnett, is called “Made with JELL-O-V-E” and puts more focus on what the brand says are the emotional connections formed by families while making Jell-O creations.

“What we found is that Jell-O is a catalyst for these incredible bonding moments between parents and their kids and the experience in making the product is really where all the emotion exists,” said Jell-O Brand Director Noelle O’Mara.

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