How Kraft Heinz is leveraging digital for back-to-school » Media in Canada


Kraft Heinz has launched a digital media marketing campaign to introduce Canadians to its new recipe and coupon platform.

This system is supported by a media funding in programmatic advertisements, in addition to paid social advertisements on Instagram and TikTok deployed to drive curiosity and consciousness. This portion of the marketing campaign is predicted to achieve eight million high-value consumers, amplified by way of an influencer marketing campaign of “meals hack” movies. In retailer, scanning QR codes at level of sale additionally reveals obtainable coupons and meals hacks.

Bradley Kowalski, AVP and group account director at Carat, Kraft Heinz’s media company, says Canadians have been adapting to the numerous iterations of the brand new regular over the previous few years, and their consuming habits aren’t any exception.

“The connection with meals and cooking has modified drastically over this era, starting from executing among the viral tendencies to ordering on-line supply on a constant foundation,” he says. “As Canadians hope to get again to their routines after lengthy moments of uncertainty, Kraft Heinz appeared to showcase how pantry staples may be elevated in a easy, fast, and scrumptious manner.”

He says Kraft Heinz is concentrated on driving a extra significant connection throughout all their advertising and media, pushed by the necessity to join with customers of their day-to-day lives, all whereas illustrating how Kraft Heinz merchandise can elevate private moments. Pushed by insights round shopper behaviour and wishes, Carat delivered a digital-focused plan that focused key audiences resembling house cooks and meal preppers, in addition to different customized audiences constructed utilizing Environics knowledge.

To additional drive connectivity and supply a number of touchpoints for customers, on-line media is related to a broader ecosystem with a microsite stuffed with recipe hacks and suggestions. By means of the microsite SaveWithShortcuts, mother and father can examine coupons, recipes and suggestions for saving money and time as they return to their work and faculty routines this fall. And with apps being acquainted to Canadians, these symbols served because the design inspiration for this system’s social engagement icons that direct consumers to related meals hacks. The attention-catching iconography visually signify iconic Kraft Heinz manufacturers, from ketchup to peanut butter to espresso to KD.

Integration between in-store and on-line consumer expertise helps to drive Kraft Heinz’s omnichannel aspirations and meets customers wants for a related and holistic procuring expertise.

Kraft Heinz says 54% of people that use meals hacks wish to make their each day food-related duties extra environment friendly and may save greater than 4 hours every week. Of these utilizing the shortcuts web site, 63% will change their meals shopping for habits to offset rising meals costs.

The inventive company is L’Atalier, the Kraft Heinz in-house company.



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