Kraft / Heinz
The iconic jars and purees of Heinz Baby Food is known the world over as a category leader for decades. However, with changing values around quality, origin, and nutrition, Heinz re-envisioned their entire product line with a new organic and natural line of baby foods called Heinz By Nature.
The Enemy
Partnering with PR agency Middle Child (formerly The Colony Project), we were challenged to create a campaign that would drive authentic connections with moms to reinvigorate their love of the brand and reassure parents that this was the next best thing to homemade. It was critical to communicate the simplicity of the ingredients and the recipe to help separate Heinz by Nature from the legacy of Heinz Baby Food (and other mass produced baby products.
No more #Mom-Guilt
Our key insight was that Modern Moms show love to their baby by making homemade food. It’s a right of passage, and anything else feels like it’s not as good. For many moms there are enormous expectations from society and media about what babies should eat, and how moms should make it: Homemade, organic, photo-perfect. Not meeting these standards leads to #MomGuilt
We brought this sentiment to life with the campaign concept of 'Like Homemade. Naturally'. With Heinz by Nature, families feel good and guilt-free knowing they’re feeding their baby food that’s as delicious and nutritious as homemade. This concept eventually lead us to our key tagline "Made from nature, close to homemade."
Omni Channel Production — Just like mom used to make.
Working with our partners at YellowLab, we helped write, art direct and produce a series of :17s and :9s spots that brought to life the various critters and characters in the Heinz By Nature brand universe, alongside the freshest looking blended sweet potato you've ever laid eyes on.
The campaign required video assets for multiple platforms in varying lengths and formats in both English and French, along with an array of custom display, GIFs and social assets for the new brand profile, to support the nationwide launch on all channels.
Meet YOUR Makers
We brought our awesome hero girls back to shoot a series called Meet the Makers. 4 girls with 4 unique personalities and passions, together they share a love for creativity. They come together to talk and try all Cool Maker toys, they work together on projects, they share ideas, help each other out, they laugh, vent and are for real-real.
The Makers became our anti-spokes-girls. It was phenomenal, racking up thousands of views, likes and subscribes, which made Spin Master feel pretty cool.
A modern upgrade for a legacy website
The new product launch in Canada also required a complete head-to-cottontail update to introduce the replace the legacy Heinz Baby Food brand with Heinz By Nature brand elements. This was more than a facelift, it was a complete overhaul, incorporating revised user journeys, a site re-architecture to support the new product SKU hierarchies, and an entirely new responsive layout to bring the site into the 21st century of mobile first commerce.
We worked with agency team at Middle Child and the Kraft/Heinz technical team to develop a library of new website UI assets, as well as supported their internal development teams from development to deployment.
What they said
Working with Friends & Enemies was an enjoyable and seamless experience. They are collaborative partners combining our shared creative vision with our client's adorable brand assets to build a whimsical world around our new brand story.
We're super proud of the work and it was met by rave reviews from our clients, too!