Kraft Heinz Campaign Supports America250 Celebration
As an official sponsor of America250, the commission planning the country's 250th anniversary, Kraft Heinz has launched “The United Tastes of America” — its largest portfolio campaign ever.
Recent external research reported that 81% of Americans are planning to attend more gatherings this summer than last, according to the company, and Kraft Heinz used that insight to create a campaign that features more than a dozen of its brands through coordinated promotional initiatives.
“For more than 150 years, our brands haven’t just been present for American history — we’ve helped feed it,” Whitney Shaw, Kraft Heinz head of portfolio marketing, North America, said in a media release. “We’re celebrating the foods that have brought people together for generations — and continue to do so today.”
At the heart of the campaign is a national TV spot that features Heinz, Oscar Mayer, Kraft Singles, Kraft Real Mayo and Kraft dressings together in one effort celebrating the company’s legacy as part of American summer traditions.
Ads run across digital, social media, out-of-home, online video and retail platforms. Shorter ads highlight specific product combinations such as Heinz ketchup and Kraft Singles for burgers.
To create engagement at the shelf, the company has also debuted a lineup of limited-time, summer-ready products that are available at retailers nationwide — including Velveeta America Shapes with star- and USA-shaped noodles, Ore-Ida Star Tater Tots and Jet-Puffed Jumbo Stars marshmallows in glow-in-the-dark packaging.
Some of the company’s classics, including Kraft Singles, Kraft Real Mayo, Kraft Mac & Cheese, Cool Whip and Heinz ketchup and mustard, feature red, white and blue packaging for the America250 celebration.
“The United Tastes of America” reflects the company’s broader ambition to meet consumers where they are and show up in the moments that matter most, according to the release.
As part of its sponsorship, Kraft Heinz will have a presence at the America250 Ultimate Block Party events leading up to and culminating on July 4.
Kraft Heinz is one of many organizations supporting America250 programming.
“Kraft Heinz is one of America’s most recognized and beloved food companies, proudly connecting generations through flavors that are part of our nation’s cultural identity,” said Rosie Rios, chair of America250. “This partnership builds on the momentum we’ve created with other iconic brands in engaging communities nationwide in meaningful and memorable ways.”
