Kraft Heinz is Studying Gen Z's Preferences with New Launches
References: kraftheinzcompany & modernretail.co
Kraft Heinz is delighting fans of its iconic brands by offering new products inspired by youth trends and culture. Additionally, the brand has launched initiatives to help better connect with Gen Z consumers through social media, inviting them to share their love for the Kraft Heinz label in a unique way.
Notable launches include Delimex's crispy quesadillas, which were showcased alongside a Snapchat and TikTok campaign that invites consumers to tap into their ASMR-tist talents to highlight the crispiness of the food product.
"Gen Z is moving over into adulthood and are becoming more of the day-to-day purchasers,” Stefanie McNansky, head of growth strategy at Kraft Heinz, said. “So that’s a lot of what we’re trying to build around our portfolio, both through digital communication and at the store level.”
Image Credit: Kraft Heinz, Taco Bell
Notable launches include Delimex's crispy quesadillas, which were showcased alongside a Snapchat and TikTok campaign that invites consumers to tap into their ASMR-tist talents to highlight the crispiness of the food product.
"Gen Z is moving over into adulthood and are becoming more of the day-to-day purchasers,” Stefanie McNansky, head of growth strategy at Kraft Heinz, said. “So that’s a lot of what we’re trying to build around our portfolio, both through digital communication and at the store level.”
Image Credit: Kraft Heinz, Taco Bell
Trend Themes
1. Youth-oriented Product Launches - Leveraging cultural trends from Gen Z, companies can create innovative products that resonate strongly with younger consumers.
2. Social Media Engagement Tactics - Engagement through platforms like TikTok and Snapchat allows brands to connect with a younger audience in creative and interactive ways.
3. ASMR Marketing Campaigns - Using sensory-rich ASMR tactics in marketing can uniquely appeal to the Gen Z demographic by enhancing the sensory experience of the product.
Industry Implications
1. Food and Beverage - Catering to Gen Z preferences through innovative product offerings can drive engagement and loyalty in the food and beverage sector.
2. Digital Marketing - The rise of digital platforms like TikTok and Snapchat presents new opportunities for brands to engage with Gen Z consumers in immersive and effective ways.
3. Consumer Packaged Goods - Adapting product portfolios to suit the tastes and trends of younger audiences can rejuvenate established brands in the consumer packaged goods industry.
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