Heinz By Nature – Like homemade. Naturally.
The iconic jars and purees of Heinz Baby Food is known the world over as a category leader for decades. However, with changing values around quality, origin, and nutrition, Heinz re-envisioned their entire product line with a new organic and natural line of baby foods called Heinz By Nature.
Partnering with PR agency Middle Child, our creative challenge was to drive authentic connections with moms to reinvigorate their love of the brand and reassure parents that this was the next best thing to homemade. The campaign came to life with the tagline “Made from nature. Close to homemade” and was realized through a partnership with influencer Abbey Sharp, a fully produced baby book, video pre-roll, social and display ads, and website refresh.
Kraft / Heinz + Middle Child
Campaign Concept, Video Production, Book Production, Website Refresh, Display Media, Social Media
Working with Friends & Enemies was an enjoyable and seamless experience. They are collaborative partners combining our shared creative vision with our client's adorable brand assets to build a whimsical world around our new brand story. We're super proud of the work and it was met by rave reviews from our clients, too!
Emily Barnes, Diretor of Digital Middle Child (formerly The Colony Project)