Lockdown Lovebaby

In July 2020 Kraft Heinz Canada reinvented its entire baby food portfolio under the new Heinz by Nature brand. They needed to re-establish relevance and get expecting moms and parents to trust and try Heinz by nature instead of well-established competitors like Gerber. In March 2020, the world changed. The Canada/US border closed and we, as Canadians, went into lockdown as the COVID-19 pandemic swept the globe. During this time, most brands were choosing to air somber stories of support which research showed was increasingly driving consumer fatigue and anxiety especially towards Q4. We wanted to give people a reason to smile by focusing on the silver lining of 2020, by creating something that would spark a conversation and positively insert Heinz by Nature into the culture, all within our new COVID reality. The team quickly did the baby math and realized that December 18 marked exactly 9 months since the lockdown protocols went into effect and will also mark the birth of the first babies conceived during this completely unique time. To help new parents proudly show off their babies that were conceived as soon as the lockdown started, Heinz By Nature created a limited edition clothing brand: The Lockdown Lovechild Collection. The collection featured witty and adorable bibs and onesies including slogans like “My parents put more than just sourdough buns in the oven,” “While you were hoarding TP my parents were making me,” and “I was my parent’s quarantine craft project.” The line was treated like a limited edition swag drop and made available for free to those that gave birth on December 18th.