Kraft Heinz Summer Grilling

Custom Content Shoppable Content
116M+ Impressions
+60.9M+ Views
82.1M+ Reach
+469K+% Engagement
74.5K+ Link Clicks
22.6K+ Share
282K+ Likes

Boosting Summer Grilling Sales for Kraft Heinz with Engaging Recipes and Shoppable Content

The Goal

Kraft Heinz, one of the largest CPG companies in the world, was looking to stay relevant throughout the Summer Grilling season and be top of mind when consumers are grocery shopping for a backyard cookout

The Partnership

Kraft Heinz partnered with So Yummy to boost awareness and sales of its products through co-branded recipe content shared across SoYummy's social media platforms, reaching an audience of over 63 million followers. So Yummy created original recipe content for Kraft Heinz, showcased through a combination of their signature top-down shooting style, influencer content, a fully custom photoshoot.
Content Theme

Sizzling Summer Recipes

Whether you're grilling, chilling, or hosting a backyard feast, Kraft Heinz's trusted lineup of condiments and ingredients will elevate your summer dishes.
Grilled Pickle Poppers​ | Grilled Cheesy Crunch Wrap​ | Loaded Tater Tots | Chorizo Queso Fundido | Hot Dog Grilled Cheese Mac

Cheers to a Cheesy Summer

Get ready to indulge in a world of ooey-gooey goodness as we present "Cheers to A Cheesy Summer with Kraft!" This delectable video highlights the versatile and scrumptious Kraft American Singles, showcasing creative and mouthwatering ways to incorporate them into your everyday grilling and summer fare.​
Pickle Brined Grilled Wings​ | Skillet Grilled Cheeseburger Pizza​ | Grilled Bang Bang Shrimp​ | Bacon Ranch Cheese Fries​ | Bacon Wrapped Cheese Dogs​

Get it on the Grill

Prepare to ignite your passion for outdoor cooking with our sizzling video, "Get It On The Grill!" We're showcasing innovative and scrumptious grilling applications for your favorite Kraft products, turning up the heat on ordinary recipes and transforming them into extraordinary culinary creations.​
Pickle Brined Grilled Wings​ | Skillet Grilled Cheeseburger Pizza​ | Grilled Bang Bang Shrimp​ | Bacon Ranch Cheese Fries​ | Bacon Wrapped Cheese Dogs​

Driving reach and sales for Kraft Heinz through our 4-part approach.

Organic

3 Videos | 3-4 min videos (5x recipes in each video)Cutdowns catered to each social platform (x8)


Shoppable


12 Videos-4 per Video (Cut downs of the organic video with unique CTA driving messaging layered over the content)


Influencer


1x Takeover | influencer casted to talent to recreate a top performing recipe from the organic content


Custom Photography


60 retouched stills–6 set designs, 10 stills per set
Organic

The organic videos drove significant reach for the Kraft Heinz portfolio and over-delivered on the guarantee by >1.2X

116M+
Impressions
61M+
Views
82M+
Reach
469K+
Engagements
74K+
Link Clicks
22K+
Share
282K+
Likes

With more than 23K branded food videos published on Facebook and YouTube in 2023, the So Yummy x Kraft Heinz videos are among the top 10 most viewed pieces of content.

Shoppable


The paid campaign made shoppable at Walmart overdelivered on the guarantee and garnered 67K+ purchases

Shoppable Performance - Walmart
5M+
Views
23M+
Impressions
371K+
Clicks
67K+
Total Purchases
12.7%
Conversion Rate (Last Click Attribution)
6M+
Sum of Purchases
Influencer


The influencer campaign where we hired someone to recreate a recipe from the organic content over delivered on the guarantee and drove 47K+ purchases.

Shoppable Performance
3M+
Views​
11M+
Impressions​
259K+
Clicks​
48K+
Total Purchases
4.5%
Conversion Rate (Last Click Attribution)​
4M+
Sum of Purchases
Organic Performance
4M+
Views
4M+
Impressions
80K+
Engagements
Custom Photography


The custom photoshoot for Kraft Heinz was centered around vibrant and mouth-watering shots of recipes that translated across Summer Grilling, Tailgating, and Evergreen content. With multiple set designs and styles, So Yummy beautifully brought the recipes to life for the client to use across their media efforts.

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