Kraft Heinz appoints REBORN as new creative agency to launch new Heinz Plant Proteinz brand

Kraft Heinz has appointed Sydney creative agency REBORN to its agency roster to help launch the brand Plant Proteinz under the Heinz and Wattie’s platforms into the Australian and New Zealand market.

REBORN was engaged to help grow the Plant Proteinz brand from the ground up, including strategic positioning, creative and rollout of launch campaign assets for an initial range of ambient soups.

The appointment marks the start of a partnership between the global FMCG giant and the independent Sydney creative agency, who have worked with the likes of Nestlé, Unilever and Lion Dairy & Drinks.

Says David Easton, founder and CEO of REBORN: “We’re thrilled to be partnering up on this exciting new product in the Kraft Heinz portfolio with the forward-thinking team at Plant Proteinz.

“It’s clear that plants are the new protein. Our goal was to make Plant Proteinz appealing and approachable to current flexitarians, and encouragingly thought-provoking for those yet to join the movement.”

Kraft Heinz CMO for Australia and New Zealand, Shane Kent, said of REBORN that “their ability to help define the brand position of Plant Proteinz and identify its role in helping to accelerate the flexitarian movement really matched our vision for where we want to take the brand.

“Working with REBORN, and their breadth of experience from building brands from the ground up to working with the largest FMCG organisations, has been invaluable in launching Plant Proteinz successfully across Australia and New Zealand.”

Off the back of the Plant Proteinz creative account, REBORN has been appointed as creative partner for another new product launch within the Kraft Heinz portfolio, to be announced shortly.