USA | As the USA approaches its 250th anniversary, The Kraft Heinz Company has marked the moment the only way it knows how: by bringing people together over food.
As part of its America250 sponsorship, the company unveiled “The United Tastes of America”, its largest portfolio campaign in history, celebrating the role its iconic brands have played in one of the country's favourite pastimes: summer cookouts.
Coupled with never-before-seen products hitting grocery store shelves, the campaign honoured summer get-togethers with offerings of all shapes, sizes and flavours.
For generations, cookouts have been where culture comes to life, from casual backyard BBQs to neighbourhood block parties and family reunions. While every table looks a bit different, infused with regional flavours, family traditions and personal twists, one thing remained constant: Kraft Heinz brands are at the centre of it.
“From coast to coast, no matter what the cookout looks like, Kraft Heinz brands show up at the table; they’re part of the recipes, traditions and memories that define summer,” said Whitney Shaw, Head of Portfolio Marketing, North America, Kraft Heinz.
“For more than 150 years, our brands haven’t just been present in American history; we’ve helped feed it. As the country approaches this milestone anniversary, we’re celebrating the foods that have brought people together for generations and continue to do so today.”
At the heart of the campaign is a TV spot bringing multiple Kraft Heinz brands together in a single creative. Extending beyond the screen, Kraft Heinz has brought the celebration to life with a lineup of limited-time, summer-ready innovations.
From Velveeta America Shapes with star and USA-shaped noodles, to Ore-Ida Star Tater Tots and Jet-Puffed Jumbo Stars in glow-in-the-dark packaging, just like fireworks on the 4th of July, the portfolio is delivering playful twists on fan favourites.
Iconic classics, including Kraft Singles, Kraft Real Mayo, Kraft Mac & Cheese, Cool Whip and HEINZ Ketchup and Mustard, will feature red, white and blue packaging designed for America’s 250th birthday festivities.
“The United Tastes of America” reflects Kraft Heinz’s broader ambition to meet consumers where they are, showing up in the moments that matter most.
