Primal Kitchen, a condiment brand under Kraft Heinz, is targeting Gen Z consumers this summer with an innovative marketing approach. Despite having a strong content strategy and utilising paid ads on Instagram and social media influencers, the brand seeks to stand out in the competitive digital landscape. To achieve this, they implemented out-of-home (OOH) advertising, sponsored lifeguard chairs, and used aerial banners in various locations. OOH constituted 10% of their summer campaign budget, with 30% allocated to food truck influencer activations and 10% to paid social media. Additionally, Primal Kitchen embraced TikTok to engage with younger customers through education-focused content and organic growth strategies. The brand’s goal is to captivate the audience and drive product trials using creative and effective marketing tactics.

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