​Objective

• Drive awareness and trial of Kraft Heinz’ new ambient soup range, Heinz Plant Proteinz, in Australia and New Zealand.

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The creative challenge

Achieve cut-through in a congested product category, and overcome attitudinal barriers to trial for plant protein based foods - without sounding preachy or overstating the product.

Our idea

Our creative goal was to make Heinz Plant Proteinz appealing and approachable to current flexitarians, and encouragingly thought-provoking for those yet to join the movement. 

Language is filled with funny sayings about meat and food, which we pushed against in humorous ways to show that flexitarian food doesn’t need to take itself too seriously. 

We crafted a brand strategy that then flowed into the launch campaign idea, Let’s Not Meat. 

Key visuals were designed to demonstrate the warmth and vibrance of flavours amongst playful typography and animations.

Results​

The campaign reached 6.6M grocery buyers via Outdoor advertising across Australia.

33% higher than the benchmark for overall lift in brand awareness via YouTube.

Up to 3x increase in weekly sales during and post the campaign period.
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