Kraft Heinz’s Lunchables wanted to reach socially driven Millennial moms with their 2021 return to school campaign, “Leave It to Lunchables.” The brand’s first-ever rewards program awarded points that could be redeemed for cash or Amazon gift cards to shoppers who uploaded receipts on the campaign website.
Lunchables wanted to make sure shoppers were learning about the effort in the most relevant way possible. “You want to try to really zoom in and get the consumer where they’re shopping and make that connection with them,” says Desiree Casey, senior shopper marketing manager for Kraft Heinz.
That meant not just running a national campaign or working with the biggest CPG retailers but also finding a way to reach the loyal shoppers of independent, neighborhood supermarkets. “It’s a priority for us to try to reach as many of our consumers as possible,” Casey says. “It’s easier with the larger guys because they may sell this media.”
That challenge led the manufacturer to partner with Williamsville, New York-based ShoptoCook to utilize its Adsta digital platform, which powers the websites, mobile marketing and digital circulars of 3,250 indie stores across nearly 50 banners. (Adsta is a joint venture between ShoptoCook and Webstop.)
“Kraft felt this was a market of about 40 million eyeballs that they really weren’t getting to with a lot of their marketing initiatives,” says Al Jones, ShoptoCook’s vice president of advertising sales and marketing. “This was a new opportunity.”
From Jan. 4 through Feb. 6, the partners promoted the Leave It to Lunchables program across Adsta’s touchpoints, with strategically placed display ads running on recipe pages and digital circulars linking to LunchablesRewards.com. The ads amplified content within the circulars, such as sales pricing on Kraft Heinz’s Oscar Mayer products. They also ran on in-store coupon kiosks, from which shoppers could print information about the program.
“It’s just a great way for us to reach those independent customers and to be able to provide equity in advertising against our brands, amplifying what we already have going on in the circular and bringing it to life online. [That] has been so incredibly important, especially during this past year with the huge increase in consumers going onto websites and doing online shopping,” Casey says.
The ads earned more than 3.6 million web and mobile impressions and gained 503,000 more from email newsletters. Approximately 12,000 consumers clicked on the ads while 9,397 printed information from the kiosks. “We actually were pleasantly surprised with the kiosk usage during the pandemic,” Jones says. “Once people were carrying around their personal sanitation, it was no different than wiping the handle of a cart.”
Kraft Heinz measured sales lift and was so satisfied with the program that it has already contracted with ShoptoCook on two additional efforts. “My wholesale teams are extremely happy that they’re able to service their customers and provide some of this digital activation on certain dry periods that we’ve deemed as very strategic for us this year,” Casey says. “What I’ve learned is that you can expand our channels and service our customers on a much higher level.”
Adsta ads promoted the March launch of Colliders, a packaged dessert produced through a licensing deal with Hershey Co. They also are supporting Kraft Heinz’s biggest promotion of the year, “Art of the Burger,” a summer grilling sweepstakes awarding $25,000 and the opportunity to have the winner’s burger framed in the Metropolitan Museum of Art in New York. Casey says the marketing efforts are especially relevant right now to help the CPG retain consumers who increasingly looked to packaged foods for home cooking solutions during the COVID-19 pandemic.
“It’s exciting that we’re able to reach as many consumers as possible, make them aware of this opportunity, create excitement around our condiments and fresh meat, and continue to drive that in-home consumption, especially as we continue to open up,” Casey says.