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The Kraft Heinz Company is kicking off a new summer campaign tied to America’s upcoming 250th anniversary with limited-edition products, patriotic packaging and a national advertising push centered on cookout season.
Called “The United Tastes of America,” the campaign brings together several Kraft Heinz brands in what the company says is its largest portfolio campaign to date. Featured brands include Heinz, Oscar Mayer, Kraft Singles, Kraft Real Mayo and Kraft Dressings.
A new national TV commercial showcases summer gatherings across the country, from backyard barbecues to neighborhood parties, with Kraft Heinz products appearing throughout the cookout-themed campaign.
The company is also rolling out several limited-time items for the summer, including Velveeta America Shapes featuring star- and USA-shaped noodles, Ore-Ida Star Tater Tots and Jet-Puffed Jumbo Stars marshmallows in glow-in-the-dark packaging. Select products, including Kraft Mac & Cheese, Heinz Ketchup and Heinz Mustard, will feature red, white and blue packaging inspired by America’s 250th anniversary celebration.
Kraft Heinz says it will also appear at America250 Ultimate Block Party events leading up to July 4.
“From coast to coast, no matter what the cookout looks like, Kraft Heinz brands show up at the table,” said Whitney Shaw, head of portfolio marketing for Kraft Heinz North America.
According to the company, 81 percent of Americans plan to attend more gatherings this summer than they did last year.