Kraft Heinz is capturing and celebrating frozen faces on video calls as part of a new marketing campaign for Crave.
The images feature people frozen on camera with open mouths or mid-sneeze.
Kraft Heinz invites users to share images of their own unflattering video calls for a chance to get a free Crave frozen meal.
“As the most delicious frozen meal, we saw an opportunity for Crave to tap into this universally relatable pain point and show the world that frozen doesn’t have to suck,” says Brian Neumann, senior manager, brand build and innovation of Kraft Heinz Canada.
It is focusing on social channels that younger consumers use more frequently.