Heinz launches campaign to support new natural baby food line

Who: Kraft Heinz and The Colony Project for creative, social, influencer and PR, with Starcom for media and Friends and Enemies for production.

What: A campaign to launch Heinz by Nature, a new natural baby food line that went into stores in June. The campaign includes digital and social advertising, along with influencer and sampling programs and a baby book about food.

When & Where: The campaign just started, running now nationally with an online video ad launching Monday, and additional elements including social and influencer rolling out this week. The campaign will run through the end of the year.

Why: The new line is targeting busy parents who want to feed their babies more natural and organic foods, without having to make their own. According to Kraft Heinz, 65% of parents want baby food with more natural ingredients and 48% want organic.

“We know preparing your own baby food with simple ingredients can be daunting and not all new parents have the time,” said Daniel Gotlib, senior manager, brand building and innovation, Kraft Heinz Canada, in a release. The Heinz by Nature line has no added salt or sugar and no artificial preservatives.

How: An integrated multi-media campaign with a focus on moms. Creative uses bright, colourful illustrations and animation to explain how the new Heinz line is similar to home made baby food. “Wash, chop, heat and puree. Just like you would make it,” explains the narrator in the video ad. “Made from nature, close to homemade” is the line in another social ad.

The baby book, A Wonderful Meal from Nature, was written by registered dietitian, Abbey Sharp. “Children start to develop their relationship with food at a very young age, and it is important for parents to nurture this relationship by teaching them about where their food comes from, and feeding them food made with simple ingredients,” she said. Heinz is working with the online sampling group “Moms Meet” to distribute the book and product samples, and Colony will also be adding the books to Little Free Libraries across Canada.

Quote: “We realized there was a gap in the market when it comes to baby food, and also a lot of questions surrounding the category. With launching Heinz By Nature we looked for opportunities to educate parents on the benefits of natural ingredients by providing them close to homemade options that they can feel good about feeding their baby.” —Daniel Gotlib, senior manager, brand building and innovation, Kraft Heinz Canada.

David Brown