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Kraft Heinz collaborated with the Amazon Ads Brand Innovation Lab to create the “Grilling Hall of Flavor,” a campaign that intended to promote the company’s well-known products for the summer grilling season. The campaign utilised an online experience complemented by in-store activities to build the brand and increase sales.
Objective
Increase brand awareness, promote summer cookout inspiration, and drive sales of Kraft Heinz products.
Platforms
Amazon Ads, Amazon Fresh stores
Strategies Used
Interactive landing page, in-store product displays, recipe inspiration, summer cookout theme.
Results
Increased brand engagement, boosted summer cookout inspiration, promoted product sales.
Standing out in a crowded market and inspiring summer cookout ideas.
Omnichannel Experience
Combined online and offline elements for a comprehensive reach.
Brand Storytelling
Celebrated the heritage of Kraft Heinz products and their role in American cookout culture.
Implemented a creative campaign that combined nostalgia, convenience, and a celebration of summer cookouts.
Increased brand engagement, boosted summer cookout inspiration
Promoted product sales, demonstrating the effectiveness of the omnichannel approach.
Kraft Heinz used the best narrative approach to enhance its ‘Grilling Hall of Flavor’ marketing strategy. With the help of an online chat and in-store promotions, the audience was given a memorable and engaging way to get into the summer cookouts while promoting their products. The lessons learned from this case are that brands need to develop interesting experiences and use omnichannel to communicate with the customers across different stages.
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