How Heinz Bought the Funny to Flexitarianism

Client: Kraft Heinz

Attention, food enthusiasts! We couldn't help but notice that more and more people are jumping on the plant-based eating train. Naturally, Heinz saw this as an incredible opportunity to take their offerings to the next level in this exciting realm. But here's the thing - they weren't exactly top of mind when it came to plant-based meal solutions.

As we delved deeper into this plant-based world, we discovered a fascinating trend called 'flexitarianism'. We decided to dive headfirst into this movement and connect with flexitarians in a way that truly resonated with them.

Enter Flex Kitchen, our game-changing collaboration with the brilliant minds at C4. This social-first content series is not your average cooking show; it's so much more! Think renowned comedians infusing side-splitting humour with the undeniable credibility of Heinz's plant-based products. Adding to the fun is Flex, a sassy talking microwave, who helps the comedians embark on a mission to transform favourite dishes into delectable plant-based masterpieces for surprise-hungry diners.

Naturally, we couldn't keep this epic adventure to ourselves. We launched Flex Kitchen on All4, spreading the word through TV, digital platforms, and social media. It's the ultimate sensory feast, inviting everyone to join in and experience the joy of plant-based cooking like never before.

So, if you crave a fresh take on plant-based meals, a sprinkle of laughter, and a dash of culinary creativity, look no further than Flex Kitchen. Get ready to be entertained, inspired, and, above all, satisfied. Bon appétit!