Heinz by Nature: Lockdown Lovebaby Collection

Heinz, a food processing company, reinvented its entire baby food portfolio with a limited-edition clothing line under the new Heinz by Nature brand in Canada.

Campaign details

Brand: HeinzAdvertiser: Kraft Heinz CompanyAgency: No Fixed Address

Objectives and Challenges

Following years of market share decline, in July 2020 Kraft Heinz Canada reinvented its entire baby food portfolio under new Heinz by Nature brand. The new brand took pride in the portfolio being organic, natural, and "closest to homemade". However, the brand needed to re-establish relevance and get expecting moms and parents to trust and try Heinz by Nature instead of well-established competitors like Gerber.

Then in March 2020, the world changed. The Canada/US border closed and we, as Canadians, went into...

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