Bringing convenience into the kitchen.
REBORN was challenged to create a campaign that not only educates parents on Heinz’s infant dry snacking products, but also allows the Heinz Infant brand to cut through in the sea of sameness on shelf and foster positive brand perception in a high switching market.
Quynh Nguyen, senior brand manager - Heinz Infant at The Kraft Heinz Company, said At Heinz Infant, it knows convenience plays a critical role in busy family life.
"Especially when it comes to our smallest family members, convenience doesn’t need to be at the expense of a Five Star Health Rating or organic ingredients," said Nguyen.
“That’s why we are thrilled to extend ‘convenience’ for parents into a range of new Organic Pancake mixes, complementing our existing Heinz Organic Puffs. We’re bringing convenience into the kitchen and helping make something special like iron enriched pancakes simple.”
The creative strategy encapsulated the distinct product and brand benefits of Infant Pancakes and Puffs, which led to the campaign idea ‘Moments Made Easy’.
This was brought to life via two spots that showcase simple, tender scenes of a parent and child enjoying activities together like cooking and spending time outdoors. Moments that every Australian parent can easily relate to.
David Easton, CEO and founder of REBORN, said Heinz is the master of convenience-done-right.
"We developed a campaign that shows Heinz Infant convenience in those everyday moments with your child that are in fact so special,' he said.
The campaign has launched in Australia and New Zealand across BVOD, DOOH and Social
channels.
Credits:
Client - KraftHeinz
Senior Brand Manager - Quynh Nguyen
Assistant Brand Manager - Emily Anderson
Creative Agency - REBORN
Media Agency - Carat
Production company - HUMBLE
Creative Director - Duncan Shields
Executive Producer - Brynn Fulcher
Director - Dean Friske
Senior Producer - Claudia Vickers
Producer - Harry Sweeney
DOP - Sam Phibbs
Art Dept - Madison Kerry
HMU - Tracy Terashima
Runner - Lani Rigby
Sound Recordist - Martin Demian
Colour - Marcus Timpson
Gaffer - Marcel Breed
Sound - Steve Hessell
