Bagel Bites Says Despite Our Differences, We Can All Agree on Pizza Bagels

New ad campaign from Johannes Leonardo tries to find common ground

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Last week, Kraft Heinz reported sales growth of 3.8% to $6.65 billion during its latest quarter. Bagel Bites

Key Insight:

The internet is full of disagreements. Some are over serious topics such as immigration, healthcare and prison reform. But the outcomes of other arguments, such as whether clowns are silly or scary, how a dog might wear pants, and if it’s pronounced jif or gif, involve fewer consequences.

It’s the latter, lighthearted arena of debate that snack brand Bagel Bites seeks to enter with its first major campaign from ad agency Johannes Leonardo, which won the account late last year. With the slogan “Pizza on a Bagel—We Can All Agree With That,” the marketing push features arguments found on platforms such as YouTube and Reddit, and hopes viewers continue the discussion while keeping the Kraft Heinz brand in mind.

In one 15-second spot, for example, an animated unicorn and pony disagree over which creature kids love more before helping themselves to a plate filled with Bagel Bites.

“When we started our new partnership with Kraft Heinz, we had an opportunity to reinsert the brand back into culture in a fun and unique way,” said John Regan, creative director at Johannes Leonardo.

Under CEO Miguel Patricio, who joined Kraft Heinz last summer, the company has been trying to make itself more relevant to modern consumers. Prior to this year’s Super Bowl, for instance, its Planters brand debuted a campaign by VaynerMedia featuring the death and rebirth of Mr. Peanut.

With weak sales and a share price that’s down over 60% since 2017, the company has been adjusting its overall approach to marketing, too. During a February earnings call, Patricio said Kraft Heinz plans to reduce the number of agencies it works with by half. The following month, the CPG manufacturer began a review of its global media account, currently held by Publicis Groupe’s Starcom.

The Covid-19 outbreak, however, has helped the packaged-food industry. Companies from Conagra Brands to J.M. Smucker have seen an increase in revenue due to closed restaurants and more shoppers depending on food from grocery stores.

The Kraft Heinz Company is no exception. Last week, the maker of Oscar Mayer and Kraft Mac and Cheese reported net sales growth of 3.8% to $6.65 billion for the quarter ending June 27, beating analysts’ expectations, according to S&P Global Market Intelligence.

“Bagel Bites sales have been strong as more people are eating at home and looking for convenient, delicious options to please the whole family, so there’s even stronger incentive to launch this campaign,” said Sarah Barnes, associate director of marketing at Kraft Heinz, nothing that the project had been in development since December.

The new ad campaign is scheduled to run throughout the fall, appearing on television, social media, online video and out of home.


@hiebertpaul paul.hiebert@adweek.com Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.
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