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Special Project

Special Project
From the 15th Annual Shorty Awards

First Media and Kraft Heinz - 2022 Integrated Holiday Campaign with So Yummy

Entered in Branded Content, Food & Beverage, Shopping


First Media’s viral food brand, So Yummy, partnered with Kraft Heinz to create out of the box co-branded content that breaks through the social noise and highlights the recipe versatility of a handful of Kraft Heinz’s products. 

In order to drive awareness and purchase intent, So Yummy created attention grabbing recipe content that features delicious appetizers and one pot meals that would not be complete without Kraft Heinz products. The organic content was complimented with a paid approach that drives our audience to purchase the recipes through 

So Yummy created a 4-part video series with both organic and shoppable content. The videos were distributed across So Yummy’s social media channels – Facebook, Instagram, YouTube, Twitter, TikTok, Pinterest and Snap – reaching a guaranteed audience of over 62 million U.S. consumers.

According to Tubular Labs data, with almost 30k branded videos published on Facebook in Q4 of 2022, the So Yummy and Kraft Heinz videos are among the top 20 most viewed pieces of content. Additionally, across all branded videos Kraft Heinz has done on Facebook in the past 3 years, our videos together take the top 5 spots.

Strategy and Execution

The primary goals of this campaign were to drive awareness and sales for Kraft Heinz by highlighting recipe content throughout the holiday holiday season. Each organic video highlighted multiple appetizers and dishes using various Kraft Heinz products, including Maxwell House, Kraft Mac & Cheese, Ore-Ida and Oscar Mayer. 

Every action we ask viewers to take is informed by our proprietary tech, CAT (Comment Analysis Tool). We already have a deep understanding of our audience, so when we integrate new brands, we’re a step ahead with vital information we can immediately apply. By retargeting users who viewed and engaged with the organic content, we’re able to reach a target audience we already know is aware and interested - and ask them to take action.


The videos were distributed organically across So Yummy’s social media channels – Facebook, Instagram, YouTube, Twitter, TikTok, Pinterest and Snap – reaching a guaranteed audience of over 62 million U.S. consumers. The organic videos drove significant awareness and engagement for Kraft Heinz brands and products, over delivering on the guarantee by over 2.4x. The organic videos garnered 72.7M+ impressions, 34.9M+ video views, 200K+ engagements, 19.5K+ link clicks, and over 10K saves and shares. All four videos surpassed our benchmarks across impressions, reach, saves, engagement and engagement rate. 

The paid campaign made shoppable at Walmart over delivered on the guarantee and garnered over 8.1K conversions with a ROAS of 5.3. With over 5M impressions, 600K views and a 42% conversion rate, this shoppable campaign was a win.  

It’s clear that the So Yummy audience resonated deeply with this branded content series. First Media’s proprietary tech, CAT (Comment Analysis Tool), analyzed over 600 comments, and discovered the videos outperformed benchmarks for both positive sentiment and action intent. Resulting in 90% positive sentiment (88% benchmark), 12% action intent (4% benchmark). With 33% of all comments tagging another Facebook user, we also know that the content also drove impactful engagement.


Entrant Company / Organization Name

First Media, Kraft Heinz