Kraft Heinz
Create distinctive launch campaigns that give new products an idea of their own and deliver a complete suite of assets across campaign, digital and social channels.
One partnership. A growing portfolio of possibilities.
Since 2022, ETB has worked with Kraft Heinz to launch new products across the Heinz and Golden Circle portfolios. From flavoured Beanz, ketchup and mayonnaise to zero sugar cordial and novelty pasta shapes, each brief has asked us to create a new reason for people to notice a familiar brand.
Our role spans creative, production and social, allowing us to develop the central idea and consider how it will be made, adapted and experienced across every channel from the start.
Make every new product feel like genuinely big news.
New products need to communicate what makes them different quickly, while still feeling unmistakably part of the brand people already know.
Across the Kraft Heinz portfolio, that means speaking to very different audiences, appetites and occasions. A playful pasta range featuring Peppa Pig or the Minions calls for a different creative response from a new flavoured condiment, a range of Beanz or a zero sugar drink.
Each launch needs an idea that is true to the product, delivers plenty of appetite appeal and creates enough content to carry the campaign well beyond a single hero asset.
Build the idea around the product and everything the campaign needs to do.
Creative, production and social work together from the first idea. We consider what will make the product interesting on screen, how the campaign will be produced and how the central idea can extend into shorter edits, vertical formats, stills, key visuals and animation.
Our role changes depending on the brief. Sometimes we develop the creative concept and script from scratch. On others, we adapt an international platform for the Australian market. In both cases, the same team remains close to the work from concept development and pre-production through to the shoot, post-production and final delivery.
This connected approach allows practical production decisions to strengthen the idea while helping Kraft Heinz get more useful content from every shoot.
Find the idea that could only belong to that product.
Every campaign starts by looking closely at the product, the brand it belongs to and the audience it needs to reach. The aim is not simply to announce something new, but to find the idea and execution that make it feel worth noticing.
That has led to very different creative solutions. Heinz UnBEANlievable Flavoured Beanz called for bold colour, energetic camera movement and exaggerated performances. Pickle Flavoured Ketchup invited something confident, playful and unexpected. Golden Circle Zero Sugar Cordial put refreshment at the centre, using slow-motion cinematography, movement and sound to make the product feel irresistible.
For Seriously Good Flavoured Mayo, the idea came to life through a carefully choreographed one-shot film. For Heinz Novelty Pasta Shapes, it was a warm and playful journey from playtime to mealtime, shaped around Peppa Pig and the Minions.
Each campaign is true to the product and the brand behind it. That is what gives the work its personality and makes every launch feel like more than just another new product on the shelf.
A distinctive body of work built to perform across every channel.
The partnership has created a growing collection of campaigns, each with its own personality and a clear connection to the brand and product behind it.
Every production delivers a complete family of assets. Campaign films establish the creative world, while cutdowns, social formats, stills, key visuals, animation and market adaptations allow the idea to remain consistent across digital, social, retail and other brand touchpoints.
It demonstrates the value of bringing creative, production and social together early: stronger ideas, smarter productions and campaigns designed to work wherever people encounter them.
Awards and recognition
Gold in Campaign - Food & Beverage
Excellence in Advertising Campaigns - Food & Drink
Platinum in Video - Food & Beverage
Platinum in Video - Cinematography
Platinum in Video - Food & Beverage
Excellence in Craft - Videography & Cinematography
Distinction in Commerials - Food & Drink
Ready to get your project started?
We'd love to hear what you're working on.
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