Kraft Heinz

Winner winner plant protein based dinner!

How we launched a new flexitarian-friendly food product through a creative integrated campaign


Drive awareness and trial of Kraft Heinz’ new ambient soup range, Heinz Plant Proteinz, in Australia and New Zealand.

Creative challenge

Achieve cut-through in a congested product category, and overcome attitudinal barriers to trial for plant protein based foods – without sounding preachy or overstating the product.

Our idea

Our creative goal was to make Heinz Plant Proteinz appealing and approachable to current flexitarians, and encouragingly thought-provoking for those yet to join the movement.

Language is filled with funny sayings about meat and food, which we pushed against in humorous ways to show that flexitarian food doesn’t need to take itself too seriously.

We crafted a brand strategy that then flowed into the launch campaign idea, Let’s Not Meat.

Key visuals were designed to demonstrate the warmth and vibrance of flavours amongst playful typography and animations.

REBORN Responsibility

  • Strategic brand positioning
  • Creative direction
  • Product photoshoot
  • Production of advertising assets across in-store, Facebook, Instagram, Snapchat, digital display, YouTube pre-rolls, OOH and Radio
  • Campaign landing page design, content and build

“Working with REBORN, and their breadth of experience from building brands from the ground up to working with the largest FMCG organisations, has been invaluable in launching Plant Proteinz successfully across Australia and New Zealand.”

Shane Kent

Kraft Heinz CMO for Australia and New Zealand

The results

6.6M grocery buyers

reached via OOH across Australia

33% higher overall lift

in brand awareness via YouTube than the benchmark

Up to 3x increase

in weekly sales during and post the campaign activity

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