Yum For All
Challenge
It’s back to school time, parents are ready for break to end, and kids are sugared-out from summer treates. Salt was asked to develop an insight led shopper marketing program for the fall season that addresses how families transition fun summers into the routine driven back to school season.
Strategy and Solutions
Back to school season is stressful for parents, especially when it comes to meal planning for picky kids – we set out to remove the stress with smart mealtime solutions that please the whole family. We developed a series of 20-minute meal solutions that were sure to please all the tastebuds at the table, no matter how fussy, fancy or fearless they may be. Easy, buildable recipes, so Mom or Dad never have to make 4 different meals at dinner again.
What's Cooking
Challenge
With the rise of cooking tv shows, home chefs are looking for inspiration. With that in mind, Salt was asked to generate awareness & drive installs for the new Kraft Heinz What's Cooking app, building a rich user base of aspiring home chefs.
Strategy and Solutions
For this heavy performance ask we combined our connections approach with Frontrunnr (our social boosting tool) and delivered a clear winning strategy. We implemented a creative matrix strategy & testing approach in partnership with the creative agency that allowed for real time optimizations, clear learnings and flexibility during the campaign. Despite a shortened campaign flight, fluid budgets between channels & the use of Frontrunnr allowed us to exceed all client KPIs and industry benchmarks for app downloads/registrations.
Bite into Comfort
Challenge
How do we find a creative way for us to use our Kraft-Heinz products to inspire our target audience to rethink breakfast meal routine and try something new. Our job was to develop a breakfast scale platform that promotes and inspires shoppers with the portfolio of Kraft Heinz products.
Strategy and Solutions
When mornings are busy, we look to familiar, predictable foods for a moment of comfort. To remind consumers the comfort of line up of Kraft Heinz products can bring to their mornings, we wanted to bring comfort to the uncomfortable daily moments through direct & adjacent touchpoints online & offline that align Kraft with comfort and drive conversion with our audience. Through a custom breakfast menu that we brought to life in store, through experiential, disruptive media such as Spotify playlists we drove significant consideration and sales for the focus brands.
5 à 7
Challenge
Summer BBQ season was around the corner and Salt was tasked with encouraging people to purchase Kraft Heinz for the BBQ occasions by authentically connecting with the Quebec market.
Strategy and Solutions
In Quebec, happy hour = 5 à 7, when people step away from work and get together to connect with friends and family. It’s a part of their everyday culture, so we inserted ourselves into this occasion to drive relevance and consideration. We highlighted 5 à 7 relevant recipes featuring Kraft Heinz products, on disruptive in store POS and online. To further drive authentic connection to the Quebec region, we partnered with Quebec creators to develop their own quick, easy & affordable BBQ food hacks.
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