Kraft / Heinz
Kraft / Heinz
Kraft / Heinz
Kraft / Heinz
Like homemade. Naturally.
Like homemade. Naturally.
Like homemade. Naturally.
Like homemade. Naturally.
Client
Kraft / Heinz
Kraft / Heinz
Kraft / Heinz
Services
Campaign Concept, Video Production, Book Production, Website Refresh, Display Media, Social Media
Campaign Concept, Video Production, Book Production, Website Refresh, Display Media, Social Media
Services
Campaign Concept, Video Production, Book Production, Website Refresh, Display Media, Social Media
Year
2020
2020
Year
2020
Like homemade. Naturally.
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.
Like homemade. Naturally.
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.
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.
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.
01
01
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."
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."
02
02
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.
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.
03
03
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.
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.
04
04
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.
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.
05
05
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.
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!
