How Companies Can Stay Relevant in Today's Society: Bagel Bites Campaign.
Kraft Heinz, the parent brand of Bagel Bites, deployed its first major advertising campaign in ~20 years. The campaign, called "The Pizza on a Bagel — We Can All Agree With That," takes a comical approach to polarized topics that this culture is currently experiencing through debates. The campaign's content was architected to consist of four 15-second videos featuring various animations that presented age-old questions:
- Chicken or egg?
- How should dogs wear pants?
- Are unicorns or ponies better?
The creative will air on various networking platforms. To optimize these ads, Bagel Bites will utilize a full-range campaign that targets each demographic on digital channels:
- TV.
- Online video.
- Facebook.
- Twitter.
- Reddit.
- Snapchat.
- Pre-roll ads.
Past Advertisement: Re-vamped
Bagel Bites has a history of humorous marketing. Last year, it refreshed a throwback campaign with pro skateboarder Tony Hawk which hasn't aired since the 2000s. This re-vamped effort took place around Father's Day, and the athlete — now a father — is encouraging other dads in the U.S. to join the #RadDadSquad and share their best dad tricks on social media. "Rad Dads," says the brand, are "spontaneous" and make every effort to create fun moments with their kids.
Fathers are encouraged to hashtag moments with #RadDadSquad and add branded Giphy stickers to their content. Three fathers and their kids will be selected to spend a day with Hawk on his skate ramp in San Diego.
Why Now?
Due to the pandemic, sales of prepared foods and snacks are on the uptick, as consumers are stocking up on food while avoiding restaurants. The campaign was conceived in December 2019 after Bagel Bites' internal social teams took a look at social conversations and studied online conversations that were driving cultural chatter. They came up with humorous questions such as "How should dogs wear pants?" and chicken-or-egg sketches. In the end, they came up with the tagline, "Something everyone can agree with — pizza on a bagel." This proved successful as indicated by their second-quarter results and an aggressive marketing plan, showcased below.
By looking at threads to indicate where most of the campaign's research from direct user engagement the campaign was discovered on the following for the information such as YouTube and Reddit.
The Kraft Heinz brand and its agency developed the campaign to insert its product into conversations and reach younger consumers who are more likely to snack on Bagel Bites and participate in these types of discussions online.
The latest full marketing campaign comes as Kraft is having a solid year despite the pandemic's economic damage around the world. It reported strong Q2 earnings after seeing an uptick in loyalty from new buyers, and its marketing campaigns aim to further cement these connections with consumers by positioning its products as pantry staples. By creating humorous content to unite people during an election year, this campaign has the potential to keep consumers returning to the product.