Kraft Heinz appointed Adweek 2019 Breakthrough Agency of the Year Johannes Leonardo as lead creative agency for its Kraft Macaroni and Cheese, Kraft Singles and Oscar Mayer brands, effective as of January.
The assignment expands Kraft-Heinz’s relationship with Johannes Leonardo, which was named lead creative for Bagel Bites pizza snacks, Classico Pasta Sauce, Ore-Ida frozen potato products and Velveeta Cheese and Shells & Cheese.
“When we were given the opportunity to further grow our partnership with Kraft, and go after Oscar Mayer and Kraft Mac & Cheese, two master brands within their roster, we jumped at the chance,” Johannes Leonardo co-founder and CCO Jan Jacobs said in a statement. “They’re in the midst of a massive creative transformation as an organization and we’re in the trenches every day with them working to bring powerful ideas to these brands. In this climate when more families are turning back to more meals around the table, we have an incredible opportunity at our feet.”
The assignment comes at the tail end of a year when demand for packaged foods has spiked, bringing resurgent value to brands such as Oscar Mayer, which is planning a masterbrand campaign for 2021. Miguel Patricio joined Kraft Heinz as CEO last year, following two decades at Anheuser-Busch. Publicis Groupe retained Kraft Heinz’s U.S. media responsibilities this August via a dedicated unit led by Starcom, following a review. An upcoming extension of Johannes Leonardo’s “Family Is Who You Cook For” will involve the agency partnering with Starcom and Vice for a content series examining the experiences of diverse families, including LGBTQ, military personnel and adoptive families.