Client
Kraft / Heinz
Services
Like homemade. Naturally.
The Enemy
No more #Mom-Guilt
Omni Channel Production. Just like mom used to make.
What A Wonderful Meal
We partnered with Mommy Influencer @AbbySharp, who brought her brand of gentle curiosity and loving care to a short story about where our food comes from and how it can be made to be yummy — and healthy — just like homemade. We worked closely with the Kraft/Heinz brand team and our illustration partner to leverage the existing brand assets to create new and novel scenes that helped tell the story of how good food from nature can become great 'just like homemade' food for baby.
Our print production partner was handled by none other than KidsCan Press, one of Canada's largest independent publishers, and the final products were given out during special in-store promotional experiences by the team at Middle Child.
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.
The results were spectacular
The product launch was a resounding success — and right in the middle of the pandemic no less. The Kraft/Heinz marketing team were overjoyed to launch with a rich, interconnected and cohesive campaign that announced their new differentiated brand message clearly and authentically.
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!
