2021 Winner
2021 Winners
Heinz Canada
Lockdown Lovebaby Collection
Following years of market share decline, Kraft Heinz Canada reinvented its entire baby food portfolio.
In March 2020, the world changed. The Canada/US border closed and we went into lockdown. During this time, most brands were choosing to air somber stories of support which research showed was increasingly driving consumer fatigue and anxiety.
In a sea of negative news, Kraft Heinz needed to find a way to add some positivity into the lives of Canadians. They needed to find a nimble and engaging way to rise above the negative of the COVID cloud. The potential of new life became a clear way in for Heinz By Nature. Taking this nugget and direction, No Fixed Address was tasked to develop an earned first campaign amassing more than 15 million earned impressions and 70% positive consumer sentiment.
The brand needed to re-establish relevance and get expecting parents to trust and try Heinz by Nature instead of well-established competitors. To do this, NFA’s team needed to create something that would spark a conversation and positively insert Heinz by Nature into the culture. They wanted to give people a reason to smile by focusing on the silver lining of 2020.
The insight was that December 18 marked exactly 9 months since the lockdown protocols went into effect and therefore is also the birth date of the first babies conceived during this unique time. Beyond this, the internet was flooded with soon-to-be-parents talking about their difficult journey and anything but normal pregnancy. These parents sought to bring new life into the world despite so much uncertainty and for that reason their new bundle of joy deserved to be celebrated in a unique way.
It was estimated that after nine months of isolation there were potentially more than 1,000 babies to be born on the 18th – and that is, in itself, a cause to celebrate.
To help new parents proudly show off their babies that were conceived on day one of lockdown, Heinz By Nature created a limited edition clothing brand: The Lockdown Lovechild Collection. The collection featured witty and adorable bibs and onesies including slogans like “My parents put more than just sourdough buns in the oven,” “While you were hoarding TP my parents were making me,” and “I was my parent’s quarantine craft project.” The line was made available free on December 18th for babies born on the day.
To settle the ongoing debate in the media cycle of whether or not COVID-19 triggered a baby boom or a baby bust, the team commissioned a survey with Angus Reid Institute. The results concluded that over one third of Canadians either announced or knew someone who announced their pregnancy since Canadians first locked down in March, giving them some strong data to root their timely launch in. This finding supported all communications materials, including a press release and media pitches sent to media throughout North America.
To drive excitement and anticipation in advance of the December 18th due date, the baby clothing line was treated like an exclusive apparel drop. Swag kits were created and distributed to expecting media personalities and influencers, a custom microsite was developed counting down to the day of launch, the news was shared with lifestyle news outlets across North America and thumb-stopping ads were created to run across the platforms frequented by their demographic: Facebook, Instagram and Pinterest.
When the virtual doors opened on December 18th at 12 PM EST, 8,771 parents from around the globe hit their website. They crashed the server and the items were STILL gone in under 3 minutes. Due to the popularity, the team worked quickly to restock for another 12,424 parents in the queue until they were all gone in under 5 minutes.
The two week campaign generated over 163 million earned impressions from around the world; over 170 pieces of coverage in outlets such as Global News, Today’s Parent, 680 News network, Fox News and even The Polish News. The mass awareness drove over 60,000 visits to the HeinzLockdownLovebaby.com microsite with visitors from every continent in the world.
During the campaign, the brand saw a 377% increase in click through and 380% increase in engagements with a massive shift of 100% in positive sentiment. Most importantly, immediately following the campaign sales of Heinz By Nature grew by 24% and the brand achieved 14.7% market share, surpassing well-established competitors and making them the number 2 brand in the category.
In March 2020, the world changed. The Canada/US border closed and we went into lockdown. During this time, most brands were choosing to air somber stories of support which research showed was increasingly driving consumer fatigue and anxiety.
In a sea of negative news, Kraft Heinz needed to find a way to add some positivity into the lives of Canadians. They needed to find a nimble and engaging way to rise above the negative of the COVID cloud. The potential of new life became a clear way in for Heinz By Nature. Taking this nugget and direction, No Fixed Address was tasked to develop an earned first campaign amassing more than 15 million earned impressions and 70% positive consumer sentiment.
The brand needed to re-establish relevance and get expecting parents to trust and try Heinz by Nature instead of well-established competitors. To do this, NFA’s team needed to create something that would spark a conversation and positively insert Heinz by Nature into the culture. They wanted to give people a reason to smile by focusing on the silver lining of 2020.
The insight was that December 18 marked exactly 9 months since the lockdown protocols went into effect and therefore is also the birth date of the first babies conceived during this unique time. Beyond this, the internet was flooded with soon-to-be-parents talking about their difficult journey and anything but normal pregnancy. These parents sought to bring new life into the world despite so much uncertainty and for that reason their new bundle of joy deserved to be celebrated in a unique way.
It was estimated that after nine months of isolation there were potentially more than 1,000 babies to be born on the 18th – and that is, in itself, a cause to celebrate.
To help new parents proudly show off their babies that were conceived on day one of lockdown, Heinz By Nature created a limited edition clothing brand: The Lockdown Lovechild Collection. The collection featured witty and adorable bibs and onesies including slogans like “My parents put more than just sourdough buns in the oven,” “While you were hoarding TP my parents were making me,” and “I was my parent’s quarantine craft project.” The line was made available free on December 18th for babies born on the day.
To settle the ongoing debate in the media cycle of whether or not COVID-19 triggered a baby boom or a baby bust, the team commissioned a survey with Angus Reid Institute. The results concluded that over one third of Canadians either announced or knew someone who announced their pregnancy since Canadians first locked down in March, giving them some strong data to root their timely launch in. This finding supported all communications materials, including a press release and media pitches sent to media throughout North America.
To drive excitement and anticipation in advance of the December 18th due date, the baby clothing line was treated like an exclusive apparel drop. Swag kits were created and distributed to expecting media personalities and influencers, a custom microsite was developed counting down to the day of launch, the news was shared with lifestyle news outlets across North America and thumb-stopping ads were created to run across the platforms frequented by their demographic: Facebook, Instagram and Pinterest.
When the virtual doors opened on December 18th at 12 PM EST, 8,771 parents from around the globe hit their website. They crashed the server and the items were STILL gone in under 3 minutes. Due to the popularity, the team worked quickly to restock for another 12,424 parents in the queue until they were all gone in under 5 minutes.
The two week campaign generated over 163 million earned impressions from around the world; over 170 pieces of coverage in outlets such as Global News, Today’s Parent, 680 News network, Fox News and even The Polish News. The mass awareness drove over 60,000 visits to the HeinzLockdownLovebaby.com microsite with visitors from every continent in the world.
During the campaign, the brand saw a 377% increase in click through and 380% increase in engagements with a massive shift of 100% in positive sentiment. Most importantly, immediately following the campaign sales of Heinz By Nature grew by 24% and the brand achieved 14.7% market share, surpassing well-established competitors and making them the number 2 brand in the category.