REDWOOD CITY, Calif.,
Oct. 21, 2021 /PRNewswire/
-- Firework, the video platform built to bring shoppable
livestream and short-form video experiences to any website, has
partnered with HEINZ® to deliver a first-of-its-kind livestream
experience as the HEINZ Halloween Store opens in Santa Monica, California.
As HEINZ unleashes its Tomato Blood Ketchup and Tomato Blood
Costume Kits just in time for Halloween costume fun, the brand will
stream live, shoppable video from its Santa Monica Place pop-up
HEINZ Halloween Store, engaging modern families and Halloween-goers
across the country. Through livestreams hosted directly on HEINZ's
website and owned social media channels and simulcast over multiple
publishing websites through a partnership with Evolve Media, HEINZ
is tapping into new ways to turn localized events into a national
play.
"We are excited to bring the magic of Halloween to people
through our first-ever HEINZ Halloween Store, but we don't want to
limit that experience to only those who can make it in person,"
said Ashleigh Gibson, Brand
Director, HEINZ. "By working with Firework, we're able to connect
with fans across the country who can not only watch the action
unfold on the livestream, but also actively participate in the
conversation and buy products without ever leaving the stream."
Modern families and younger consumers are bombarded with content
from every direction, 24/7—and brands and their agencies need to
get extra creative to break through the noise. The HEINZ livestream
event, featuring costume-making tutorials, demonstrations, and
other interactive programming, will leverage the Firework platform,
enabling in-the-moment engagement among viewers and creators and
building brand sentiment and affinity. The livestream, which will
allow for easy purchases direct from the stream, will be carried on
the HEINZ website and simulcast on Facebook, YouTube, and through a
partnership with Evolve Media.
"As one of the first major CPG brands in the U.S. to sell
directly to consumers through a large-scale livestream event with
Firework, HEINZ is forging new authentic paths to direct
engagement, particularly with younger families," said Jeff Lucas, Firework chief revenue officer.
"Livestream shopping, while already hugely popular in Asian
markets, is only just beginning to take hold here in the United States. As the third-largest food
and beverage company in North
America, the Kraft Heinz company is clearly demonstrating
that livestream engagement and ecommerce—both inside and outside
the walled gardens of social media—is the way of the future."
The livestream event is part of the launch of HEINZ Tomato Blood
Ketchup, a reflection of the fact that for years, families across
the world have used HEINZ Ketchup to add fake but convincing
"blood" to Halloween costumes. The campaign was created with Heinz
media agency partner Publicis 57 – a unique bespoke model that taps
into centers of excellence like Publicis Commerce. In addition to
bottles of Tomato Blood Ketchup, available at national grocery
stores, HEINZ has also launched Tomato Blood Costume Kits and the
HEINZ Halloween Store, where guests can purchase merchandize and
even create their own costumes using HEINZ Tomato Blood Ketchup and
the store's interactive "drip stations."
"By bringing this exciting pop-up shop experience to families
around the country through livestreaming, HEINZ is making an
already dynamic and compelling seasonal campaign much more
engaging," said Eric Levin,
president and chief content officer, Publicis Media US. "HEINZ is
taking a fantastic seasonal campaign and delivering it to fans
through the type of swipeable, interactive content they're
accustomed to. HEINZ is generating their next wave of fandom—and
leading the next wave of content ecommerce in the process."
About Firework
Firework is the world's leading
immersive "shoppertainment" platform with shoppable video, live
streaming commerce and monetization capabilities powering over 600
direct-to-consumer brands, retailers and media publishers
worldwide. Pandemic-accelerated, Firework has experienced 10x
year-over-year growth, bringing TikTok-like interactive video
experiences, all by adding just one line of HTML code to your own
website or app. Firework enables its customers to create and host
native, shoppable video content for engaging product discovery,
seamless shopping experiences and ultimately, a deeper emotional
connection with consumers. The company is backed by IDG Capital,
Lightspeed Venture Partners and GSR Ventures, with over
$100 million in capital raised to
date. To learn more, please visit firework.tv.
About the Kraft Heinz Company
We are driving
transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired
by our Purpose, Let's Make Life Delicious. Consumers are at the
center of everything we do. With 2020 net sales of approximately
$26 billion, we are committed to
growing our iconic and emerging food and beverage brands on a
global scale. We leverage our scale and agility to unleash the full
power of Kraft Heinz across a portfolio of six consumer-driven
product platforms. As global citizens, we're dedicated to making a
sustainable, ethical impact while helping feed the world in
healthy, responsible ways. Learn more about our journey by visiting
www.kraftheinzcompany.com or following us on LinkedIn and
Twitter.
About Publicis Media
Publicis Media harnesses the
power of modern media through global agency brands
Starcom, Zenith, Spark Foundry and Performics. A key business
solution of Publicis Groupe ([Euronext Paris FR0000130577, CAC
40], Publicis Media's digital-first, data-driven global
practices deliver client value and drive growth in a
platform-powered world. It is present in more than
sixty countries with over 17,000 employees worldwide.
CONTACT:
Fatimah Nouilati
Scratch Marketing + Media for Firework
fatimah@scratchmm.com
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SOURCE Firework