Kraft Heinz: The Real Tomatoes
The campaign objective for The Real Tomatoes was to gain tomato sauce market share in the highly competitive and commoditized pizza and Italian restaurant industry, where super-loyal operators typically choose products they are familiar with.
Recognizing the growing demand among operators and their customers for fresh, natural ingredients, we crafted a campaign featuring Escalon’s sauces — 6 in 1 and Bonta — as the brands for those who value and pursue the most natural ingredients. A CTA offering a free product was included.
Playful, engaging ads were created that asked the audience to guess whether a pizza/tomato was AI-generated or real, reinforcing Escalon’s kind of AI: Authentic Ingredients.
Media usage
The campaign utilized a mix of targeted social media ads, lead gen, programmatic display, email marketing and trade publications. We focused on local pizza favourites, from Chicago-style deep dish to New York thin crust. Additionally, all media drove to a dedicated landing page where operators signed up for free tomatoes and continued to engage with the brand. We went live on July 10 and have seen amazing results.
