THE CHALLENGE
Following BENlabs’ successful campaign for their NotCo product line, Kraft Heinz sought to scale the results for their new plant-based offerings, NotMac&Cheese and NotMayo. The challenge was to generate awareness while resonating with audiences interested in both nutritious eating and comfort food. Understanding that the Kraft Heinz consumer isn’t one-size-fits-all, BENlabs strategically segment audiences to ensure messaging aligned with their values and interests.
THE APPROACH
Leveraging its AI-driven audience mapping and custom algorithms, BENlabs identified key audience personas, including those on a journey toward plant-based eating, as well as those who occasionally indulge while maintaining a generally healthy lifestyle. Utilizing comment sentiment analysis and audience overlap data, BENlabs optimized creator selection to ensure authenticity and cultural relevance. The campaign activated 15 creators to produce 26 pieces of content that incorporated engaging formats such as blind taste tests, recipe integrations, and real-time audience feedback.
The campaign exceeded goals, reaching over 2.4 million views and 5.8 million impressions. By analyzing engagement patterns and running a brand lift study, BENlabs proved the campaign’s effectiveness, driving a 12% lift in purchase intent. BENlabs not only strengthened Kraft Heinz’s presence in the plant-based space but also helped shape consumer perceptions around their products.
The Results
Views
Impressions
Lift in Purchase Intent
