“This campaign reinforces to foodservice operators that consumers see brands like HEINZ and Philadelphia as signals of quality in a restaurant,” said Brandon Potter, Head of Brand Marketing, Away From Home at Kraft Heinz. The campaign started as an opportunity for Kraft Heinz to spotlight local business owners in 25 cities that are likely to carry Heinz Ketchup products. To further extend the reach of the campaign, Kraft Heinz will run a Sponsored Collections campaign in November and December. Kraft Heinz’s Yelp Audiences campaign uses ads to drive consideration of Heinz Ketchup and Philadelphia Cream Cheese. In eight weeks, Kraft Heinz has leveraged Yelp Audiences to reach nearly four million Yelp users self-identified as business owners and restaurant operators off the platform, based on reporting provided by The Trade Desk.
The business-owner focused campaign is a first for Kraft Heinz.
The Kraft Heinz Company is currently working with Yelp on a multifaceted campaign that leverages Yelp Audiences and Sponsored Collections. Sponsored Collections can be customized, enabling advertisers to create meaningful connections with local businesses and consumers.” “These campaigns create a local footprint for a national brand to tell its story at a hyperlocal level by sponsoring a business collection on Yelp that helps support its initiatives. “Sponsored Collections are a win-win for national and local businesses,” said Tom Foran, Yelp’s Senior Vice President and Head of Go-To-Market, National.
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There is no cost for local businesses to participate in Sponsored Collections, which are currently available on the Yelp iOS app, with an Android experience coming soon. Yelp partners with each advertiser to curate a list of locally owned businesses to support a brand initiative in select markets. Sponsored Collections, which appear on the Yelp iOS app homepage, enable brands, with or without a storefront, the opportunity to showcase local businesses around a common theme. (NYSE: YELP), the company that connects people with great local businesses, today officially announced two new advertising products, Sponsored Collections, expanding Yelp Audiences campaigns to help national brands better reach a local audience both on and off the platform, and Seasonal Spotlight Ads, which helps brands reach Yelp's high-intent users right on Yelp’s home screen.
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