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Kraft Heinz Products
Kraft Heinz No-Plan Dinner Plan Solution

RAN IN: United States

CLIENT
The Kraft Heinz Company

Shaina Fox, Lead, Omni Shopper Marketing
Nina Das, Sr. Manager, Omni Shopper Marketing

AGENCY
Starcom *Lead Agency

Alyssa Kelly, VP, Director
Megan Hart, Director
Lauren Carroll, Supervisor


Arc Worldwide *Lead Agency



PXP



TKH Publicis Shopper (Arc Worldwide/SaatchiX)

Christina Hormuth, VP, Account Director
Jennifer Hill, Account Director
Casey Lissau, VP, Creative Director
Kristin Mahalak, Creative Director, Copywriter
Meg Lajoie, Senior Vice President, Strategy Director
David Hovey, Senior Art Director
Kelli Hurley, Associate Project Director
Janet Cohen, Senior Producer


SUMMARY

Kraft Heinz was losing share and sought to drive weeknight dinner growth in January. But parents are too exhausted to plan thoughtful weeknight dinners during the post-holiday slump. "The No Plan Dinner Plan” prepared shoppers to be unprepared with easy, delicious dinners they could proudly serve on a whim using Kraft Heinz products. Activating a media content partnership that brought the first-ever branded live shoppable cooking show to TikTok, we reversed share decline, driving growth in weekly % ACV, display share, and unit share in participating categories versus prior year.

CASE VIDEO


Medium Featured On Video: Branded Content – Editorial,Branded Content – Product Placement,Digital Mktg. – Content Promotion,Digital Mktg. – Influencers,Digital Mktg. - Programmatic Video Ads,Digital Mktg. – Short Video (:15-3 min.),Digital Mktg. – Social: Paid,Digital Mktg. – Video Ads,Retail Experience: Digital,Retail Experience: In Store

Language: English