Kraft Heinz is capturing the spirit of the age, celebrating inadvertently frozen faces from video calls, as it looks to drive relevancy with younger demos on social.
On the anniversary of pandemic lockdowns, Kraft’s “Frozen Screen Face” campaign for Crave is being amplified on Facebook, Instagram, Twitter and Snapchat, and features people stuck on camera with gaping maws or mid-sneeze.
Until March 22, Kraft Heinz is inviting users to share images of their own unflattering portraitures in exchange for one of 365 free Crave premium Frozen Meals. It’s also inviting consumers to share the best of their worst faces and tagging the brand for another chance to win a meal.
Brian Neumann, senior manager, brand build and innovation, Kraft Heinz Canada, tells strategythat with March marking the one-year anniversary of a shift to video calls thanks to COVID, the brand is looking to demonstrate that being frozen isn’t always a bad thing. “As the most delicious frozen meal, we saw an opportunity for Crave to tap into this universally relatable pain …