Kraft Heinz: Second Best

Kraft Heinz, the American food company, increased sales of its Classico pasta sauces brand by positioning it as second only to home cooking.

Campaign details

Agency: TAXI Canada LTD.Advertiser: Kraft HeinzCategory: Packaged Goods

Section I — Case Parameters

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

No new flavours. No new packaging. A 30-year-old brand with more competition than it's ever had. That might not sound like a recipe for success, but sometimes the toughest challenges bring out the best thinking. That was the case for Classico pasta sauces.

Our "Second Best" campaign presented Classico in a way that recognized the brand's long-standing positioning of Italian heritage, but updated...

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