Ricardo Media, in cooperation with IGA, is partnering with Kraft Heinz on a multi-platform campaign to help introduce Pure J.L. Kraft Dressings & Marinades, which launched in May.
“This collaboration with Kraft Heinz confirms our position as a leader in recipe creation and as a key player in the Canadian culinary scene,” explains Nathalie Carbonneau, vice president of marketing and communication at Ricardo Media. “Kraft Heinz is a major customer who trusts us to support them in a unique integrated offer, combining Canada’s leading recipe inspiration site with the strong power of the IGA retail network in Quebec.”
For this partnership, Ricardo was tasked with creating three recipes that highlighted the versatility of the new Pure J.L. Kraft Dressings & Marinades. These will be featured in the summer editions of Ricardo magazine and on the Ricardo Media website. This collaboration will be amplified through Ricardo and IGA’s respective digital ecosystems, including social media and its digital flyer. The three recipes will also be promoted on in-store advertising in nearly 300 IGA stores across Quebec.
“As we developed our strategic approach to introduce Pure J.L. Kraft to the Quebec market, we knew Ricardo would be the perfect partner to curate an impactful, multi-faceted support campaign,” says Kraft Heinz Canada’s head of taste elevation platform marketing and strategy, Stephanie Goyette.
“Through bespoke photography, custom recipes, digital and print placements, and in-store signage, our collaborative plan beautifully shows Quebecois the convenience and premium nature of Pure J.L. Kraft Dressings & Marinades.”
In addition to the three exclusive recipes, Ricardo created six more for Kraft’s marketing offensives and in-house properties.
There is no plan to carry this campaign outside of Quebec, but Carbonneau says the brand is in the process of setting up a version of this Ricardo/IGA offer with other Empire Group banners for the rest of Canada. It intends to enter the market with a national offer in the coming months.
The partnership was worked out internally between Ricardo, Kraft Heinz and IGA.
