Sam Bird is Content Creator at The Kitchen North America who’s known as semi-professionally as “The Kraft Dinner Guy” because of his work on the iconic brand’s social media page. Sam’s content for KraftHeinz has amassed 10+ million views, 2+ million likes, and “only a few” comments that have hit Sam’s self-esteem in a negative way.

During his free time, Sam enjoys storytelling through short-form sketches, full-blown productions, or his podcast Birdcore, where he sits down with anyone, from actors to producers to his coworker, Peter. He’s also currently taking Improv Level 4 at The Second City.

Sam was a student at McGill University studying psychology and economics. After realizing he’d rather be a gas station pump attendant, he transferred to Toronto Metropolitan University to study Sports Media. It’s the closest thing to being an NFL quarterback. 

Sam’s life spiralled downhill when he didn’t win “Funniest Student” at his elementary school graduation. After considering a name change and permanent move to Norway, Sam recollected himself and started making YouTube videos. They weren’t as elaborate as his current videos unless you consider a word-for-word reading of the fine print on a Beats by Dr. Dre box to be elaborate.

Aside from being the Kraft Dinner guy, he’s hosted multiple radio shows, launched Birdcore, starred in his friends short films and clothing line promotional skits, started Prison Pants, posts regularly on TikTok, and hosted a hockey podcast. Next on his list? Gas station pump attendant.