Chicago-Based Kraft Heinz Takes New Approach to Super Bowl Marketing

Super Bowl, Naperville business law attorneyEvery business owner understands the importance of increasing visibility and helping potential customers build a relationship with the company. For some businesses—including a number of the most recognizable brands in the world—Super Bowl Sunday provides the perfect opportunity to do just that. With millions of people watching the National Football League’s championship game, the Super Bowl has become the most popular advertising venue of the entire year.

As a business law attorney, I understand that a company must often spend money on commercials, billboards, and other types of marketing in order to grow. I also realize, however, that there are other ways to get the attention of would-be consumers. This year, one major American brand will be forgoing Super Bowl advertising in favor of a more headline-grabbing alternative.

Promoting a Cause

When the New England Patriots square off against the Atlanta Falcons on February 5 in Houston, do not expect to see commercials advertising Heinz ketchup. Instead of spending money on television commercials—a 30-second ad cost about $5 million for last year’s Super Bowl—Chicago-based Kraft Heinz has announced that it will instead be giving all salaried employees the next day off. The move, according to company officials, is part of a tongue-in-cheek effort to have the Monday following the Super Bowl recognized as a national holiday.

The day after the Super Bowl has become known for absenteeism and drops in workplace productivity, which is somewhat understandable given the nature of many Super Bowl gatherings and parties. Kraft Heinz is leading a push through Change.org to gather enough signatures to force the U.S. Congress to consider the idea of a new national holiday on the day after the big game. “We’re doing this in good fun,” said Nicole Kulwicki, head of the Heinz brand, “but with the intent that it will actually become a national holiday.”

Alternative Ad Campaigns

Make no mistake, Heinz is not doing this quietly. In fact, the company has released an official ad asking viewers to sign the petition. The professionally created advertisement, however, will not be shown during expensive Super Bowl air time. Instead, it is being distributed online through various websites and social media outlets. While other brands are still preparing their most creative 30-second to one-minute spots, Heinz has already created a buzz about its brand well in advance of the Super Bowl.

Business Planning Advice

If you are looking for unique ways to bolster your company’s reputation and to reach new customers, contact an experienced Naperville business planning attorney. We will help you explore your various options and weigh the potential implications of your marketing strategy. Schedule a confidential consultation at The Gierach Law Firm by calling 630-756-1160 today.

 

Sources:

Daily Mail

AdWeek

CNBC