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Kraft Heinz begins puzzle promotion

Kraft Heinz Canada has begun a promotion intended to help consumers pass the time while they are isolated at home. The promotion takes the form of a 570-piece jigsaw puzzle, with each piece a uniform shade of red, representing Heinz Ketchup. During the promotion, Heinz will give away 57 puzzles to consumers in each of 17 countries, including Canada. Consumers can enter via Instagram. The promotion was developed by Rethink, with media work by Starcom and public relations from The Colony Project.

“The Heinz slow pour is one of our most beloved traits,” said Brian Neumann, senior brand manager at Kraft Heinz Canada. “In a moment when the world has slowed down and many people have more time on their hands, we wanted to give our fans a way to pass the time, while connecting our brand equity to a contextually relevant conversation: puzzles. We are always trying to find clever ways to highlight the iconic nature of Heinz and this felt like the perfect fit.”

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