Quick Read:

  • Kraft Heinz is marking the U.S. semiquincentennial with its largest brand portfolio marketing campaign to date, with a press release shared with Marketing Dive.
  • The effort, dubbed "The United Tastes of America," launches on Memorial Day, the unofficial start of the summer grilling season. New ads depict outdoor gatherings, such as cookouts, with Kraft Heinz products spanning hot dogs, ketchup, burger cheese, salad dressing and more.
  • Creative will run across digital, social, out-of-home, online video and retail channels. As an official sponsor of the America250 project, Kraft Heinz is also rolling out limited-time products, including star-shaped foods from Ore-Ida, Velveeta and Jet-Puffed Marshmallow.

Dive Insight:

Kraft Heinz, after pausing plans to split into two companies earlier this year, has emphasized the more critical role marketing plays in its growth strategy. "The United Tastes of America" is the U.S. manifestation of this increased media investment strategy, at a time when brands are actively activating around the nation's 250th anniversary (semiquincentennial). Kraft Heinz joined America250, a bipartisan organization dedicated to celebrating the milestone, as a sponsor last September.

According to America250 and YouGov data cited in Kraft Heinz's announcement, 81% of surveyed U.S. consumers plan to attend more social gatherings this summer than last year. Beyond the semiquincentennial, events such as the FIFA World Cup, which is being held in North America for the first time since the 1990s, could also provide brands with more opportunities to boost consumer engagement.

At the heart of the portfolio campaign is a national 30-second spot that rapidly cuts between different outdoor grilling scenes, showcasing the company's many brands, including Oscar Mayer hot dogs, Heinz ketchup and mustard, Kraft American cheese slices and Kraft mayonnaise. Additionally, a series of 15-second ads delve deeper into brand pairings for specific meals, such as burgers with Heinz ketchup and Kraft Singles cheese slices.

Creative agency Tracy-Locke is responsible for the creative execution of "The United Tastes of America." Beyond showcasing product diversity, the consumer goods giant also highlights its heritage through products with over a century of history.

"For over 150 years, our brands haven't just witnessed American history—we've been nourishing it," Whitney Shaw, head of brand portfolio marketing at Kraft Heinz North America, said in a news statement. "As the nation celebrates this milestone anniversary, we're celebrating the foods that have brought people together for generations—and still do today."

As part of the America250 promotion, several limited-time products are now available, including Velveeta America Shapes, Ore-Ida Star Tater Tots and Jet-Puffed Jumbo Stars, the latter featuring glow-in-the-dark packaging to mimic fireworks. Additionally, Kraft Singles, Kraft Real Mayo, Kraft Mac & Cheese, Cool Whip and Heinz ketchup and mustard will feature red, white and blue packaging in celebration.

Kraft Heinz increased marketing spending by 37% year-over-year in Q1 to support its transformation efforts, which executives say are making "steady progress." Marketing spending is expected to account for at least 5.5% of the company's revenue for the full year.

"In terms of where that money is going, we've been prioritizing investment in our 'Win Big' categories, so since last year, a corresponding portion of funds has gone to sauces, cream cheese, mac and cheese and hydration," Kraft Heinz CFO Andre Maciel said on last week's earnings call. "But the reality is, we do have an opportunity to increase marketing across our entire brand portfolio."