Agency: Dentsu Creative, Carat
Client: Kraft Heinz, Channel 4 / Market: United Kingdom

Kraft Heinz has long been a supporter of emerging food tastes. Already having many vegetarian products, Kraft Heinz wanted to promote their new plant-based product range that is so important to a younger audience. Flexitarian trends are emerging and Kraft Heinz wants to serve that community in an approachable and practical way.

To connect with this community dentsu partnered with 4Studios to create Flex Kitchen, a five-part digital comedy cooking series. Each ten-minute episode takes a beloved comedian and sets them up for a cooking challenge using ingredients from the new product range. To create a positive and authentic connection we harnessed the power of comedy. A recipe-based approach showcased how Kraft Heinz’s range can easily be incorporated into consumers’ lives. The content presented a clear message: Kraft Heinz can reduce meat consumption without compromising on taste or enjoyment.

Using products from Kraft Heinz’s range, the UK comedians cooked for a group with plant-based dietary requirements. In the first episode, actor and comedian Kerry Godliman was challenged to cook for a vegan rugby club post-training, while episode two saw writer and comedian Lou Sanders attempt a vegan biryani for a group of morris dancers.

Each episode was promoted on Channel 4’s and Kraft Heinz’s Facebook, Instagram, TikTok, Twitter and YouTube accounts, with on-demand viewing and television reaching even further. The content, hosted organically on All4, achieved 4.3 million views, with three more episodes still to come. Recognition was highest among younger audiences, and recall levels were high.

Matt Hill, Marketing Lead for Kraft Heinz Meals, said: “Not only will it showcase our portfolio of plant- based products, but we hope to inspire flexitarian audiences all over. We’ve always been and will continue to be passionate about producing delicious plant-based food.” The campaign’s popularity among younger audiences demonstrates the power of delivering an important message on sustainable consumption through a light, comedic approach.