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Kraft Dinner conducts Streaming Store promotion

Kraft Heinz Canada has begun a promotion for its Kraft Dinner product line. The online effort is taking place on live video streaming service Twitch. It takes the form of a “streaming store” at which consumers can exchange the site’s currency, bits, for packages of KD Flavour Boost products. According to the company, this three-day promotion is the first of its kind in Canada. Canadian streamers including The Stacey Roy, Sloot and Jess U will produce content for the stream. The initiative also includes branded content on social media service TikTok. The campaign was developed by Rethink, with media work by Carat, social media management by The Kitchen and public relations by The Colony Project.

“Canadians are always looking for new ways to eat their KD, as we saw with the overwhelming reaction to Pumpkin Spice and Candy KD,” said Brian Neumann, an associate director for brand building at Kraft Heinz Canada. “By launching KD Flavour Boost, we are bringing flavoured KD to stores across Canada in six new varieties. With younger consumers in mind, we knew they spend way more time online than at physical stores, so we wanted to embrace the way they consume media and hack the Twitch platform allowing them to buy KD Flavour Boost within a live stream.”

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