Kraft-Heinz approached GumGum with the goal of bringing awareness and attention to their expanding line of Philadelphia Whipped Cream Cheese flavors. Within that goal, there’s a compelling creative challenge: The consumer is invited to explore those varieties; the brand has introduced new flavors while reminding the consumer of the existing flavors they already know and love. With this in mind, Kraft-Heinz was in need of engaging, impactful creative to achieve their objectives –and were looking for a vendor to help with design and overall display strategy to achieve their goals. They enlisted GumGum as their creative thought partner, to develop eye-catching, bespoke creative solutions to drive brand awareness.

From the jump, Kraft-Heinz placed a great deal of trust in the GumGum team’s expertise to guide them to the right ad solutions. GumGum’s client-facing team worked hand in hand with Kraft-Heinz to recommend ad formats, based on the client’s KPIs. And GumGum’s Design team was charged with developing animations and other interactive capabilities across all formats. The result was a campaign that featured non-intrusive formats that invited consumer engagement by design – where the consumer felt drawn to hover, click, and scroll through imagery that showcased all the different flavors. The user’s interactions would expand the ad as well as various creative elements, which in turn clicks out to specific landing pages to drive online purchases. The campaign has exceeded all benchmarks as it relates to CTR, Viewability and Engagement Rates – delivering an average CTR of .5%, 98% Viewability and overall engagement of 8.68%. In the end, not only did GumGum successfully develop the eye-catching ads, cohesive with other campaign materials that Kraft-Heinz produced – GumGum went the extra mile for the client by applying both creativity and strategy to the functionality of the ad products.