Cooler Success
Kraft Heinz is the third-largest food and beverage company in North America with eight $1billion+ brands. The company connects with and delights consumers with their creative brand marketing. Kraft Heinz partnered with Cooler Screens to bring their brand experience in-store to reach consumers as they considered brands and purchased products resulting in incremental sales lifts.
The Story
For years, the Kraft Heinz Company has provided high quality, great taste and nutrition for all eating occasions with their iconic Heinz Ketchup and condiments and Velveeta brands. The company focuses on creative approaches to bring their brands to life and connect with customers. In partnership with Cooler Screens, they brought their brand experiences in-store creating the “Art of the Burger” campaign featuring their famous Heinz Ketchup and condiment products and their “That’s La Dolce Velveeta” campaign.
We asked ourselves why we weren’t being as creative as we should be. We set out to redefine our creative ambition, across the entire company
Miguel Patricio – CEO at The Kraft Heinz Company
The Objective
In a time when Kraft Heinz was stretching their creative ambition and producing award-winning campaigns, they partnered with Cooler Screens to bring their creative campaigns to life in-store at consumers’ moment of truth – when they are selecting brands and purchasing products. The goal was to show the power of brand creative delivered at the point-of-decision to increase brand consideration and drive incremental sales.
The Solution
The campaign leveraged striking brand images and messaging flighted around key seasonal and in-market engagement moments. The Heinz condiment campaign which ran during the summer grilling season featured visual artistry and was run across multiple Cooler Screens creating an art-like appearance, much like would be seen in a museum. The Velveeta campaign featured multiple creatives tailored to relevant cultural moments, including the Olympics, March Madness, and the Oscar’s, leveraging the flexibility of Cooler Screens to enable Kraft Heinz to swap out and deliver contextually relevant media in near real-time.
The Execution
Full Door Ads: As consumers approached the cooler aisle, they were met with vibrant brand creative to capture their attention and drive awareness and consideration of the Heinz’s family of condiments and Velveeta products.
Banner Ads and Spotlight Ads: Compelling top-of-door and eye-level placements complemented the FDAs to continue the brand promotion as consumers drew closer to the cooler doors.
The Result (Cooler Impact)
The campaigns drove incremental sales lifts across the Heinz and Velveeta family of products.
Heinz Condiments
+7.7ppts Total Brand
Heinz Condiments
+7.7ppts Total Brand