Kraft Heinz conducts salad dressing campaign
Kraft Heinz has begun a new advertising campaign promoting its René's Gourmet Dressings line of salad dressings. The campaign, called "Proud to Expire," was developed by Taxi. It focuses on the brand's emphasis on fresh ingredients over shelf life. It highlights the lack of artificial colours, flavour and preservatives in the products. The effort is aimed at consumers concerned primarily with food quality. The national campaign includes television and digital advertising, as well as social media activities. The creative depicts various vegetables conversing about the dressing in a refrigerator.
"We know that consumer grocery carts are being filled with more fresh, less artificial and preservative-free foods each and every day," said Nina Patel, marketing director of brand communications and innovation at Kraft Heinz. "The campaign celebrates the idea that a limited shelf-life is actually a pretty good thing when it comes to the foods you're eating, including the dressings on top of your fresh salads."