Kraft Heinz Partners With eko and Walmart, Launching Elevated, Custom Cooking Experiences
29 June 2021 - 11:02PM
Today, Walmart (NYSE: WMT) and eko, the leader in choice-driven
technology, announced the launch of 11 new Kraft Heinz episodes
focused on healthy, convenient meal solutions for any season. The
custom brand-integrated experiences will be featured across Walmart
Cookshop, an innovative shoppable video hub for cooking
enthusiasts, that brings choice to food shopping and meal planning
in a way that is both entertaining and useful for consumers.
“Eko’s platform for shoppable interactive video experiences
continues to prove out unparalleled advantages for brands. We’re
delighted to partner with Kraft Heinz to launch immersive
experiences that provide easy inspiration and utility across the
shopping journey,” said Tom Fishman, General Manager at eko. “The
opportunities are endless when you’re able to provide
fully-customizable content - whether viewers are looking for summer
meal inspiration or to spend quality time cooking with family and
friends.”
The first of the new custom episodes will include “Tasty Toast,
presented by Philadelphia Cream Cheese” and “Summer Refreshers,
presented by Country Time and Kool-Aid.” Viewers will be guided
through an immersive experience choosing between options like
“sweet or savory” and “Strawberry or Honey Pecan Cream Cheese,”
ultimately landing on their desired recipe with the option to shop
for the associated products.
Later this year, the brand will unveil a Kraft Heinz-exclusive
“Sandwich Shop” featuring a delicious, always-on selection of
seasonal sandwich recipes. Other future experiences on Walmart
Cookshop include seasonal hacks like Thanksgiving leftover meals,
great holiday baking recipes for the family, and unique spins on
other seasonal moments like fall tailgating. The campaign will
include a wide variety of products and brands from Oscar Mayer to
Kool-Aid to Philadelphia Cream Cheese and, of course, Kraft cheese
and Heinz condiments.
“At Kraft Heinz, we place consumers at the forefront of
everything we do and are hyper-focused on delivering convenient and
personalized experiences to make grocery shopping easy, relevant,
and fun,” shared Elizabeth Bennett, Kraft Heinz Global Head of
eCommerce. “Partnering with Walmart Cookshop and eko offers us a
unique ability to offer customers delicious meal solutions from the
brands they trust and love.”
Earlier this year, Walmart and eko launched the expanded version
of Walmart Cookshop. Powered by eko’s proprietary technology,
Walmart Cookshop viewers can watch and interact with episodes,
enjoying full control over ingredients and outcomes. The videos
offer a direct path to purchase products and groceries, either for
pick-up or delivery, connecting the interactive content to commerce
at rates well above the industry standard of around 2%. Data from
the beta launch shows an 8.7% click-through rate, indicating
unparalleled shopping intent from engaged users.
Walmart and eko’s multi-year partnership has already led to the
development of interactive experiences spanning toy catalogs to
cooking shows, including successful titles Camp, Cookshop,
WonderLab, and GiftFinder. The consumer offering continues to grow,
offering a variety of customizable food experiences hosted by brand
Interactive Tasty and world famous chefs and hosts, including Sofia
Vergara, Jamie Oliver, Patti LaBelle, and the Pioneer Woman.
About WalmartWalmart Inc. (NYSE: WMT) helps
people around the world save money and live better - anytime and
anywhere - in retail stores, online, and through their mobile
devices. Each week, over 265 million customers and members visit
approximately 11,400 stores under 55 banners in 26 countries and
eCommerce websites. With fiscal year 2020 revenue of $524 billion,
Walmart employs over 2.2 million associates worldwide. Walmart
continues to be a leader in sustainability, corporate philanthropy
and employment opportunity. Additional information about Walmart
can be found by visiting corporate.walmart.com, on Facebook at
facebook.com/walmart and on Twitter at twitter.com/walmart.
About The Kraft Heinz CompanyWe 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 ekoeko is a pioneering interactive
technology company that lets audiences shape stories as they
unfold. eko's technology allows viewers to affect, control, and
influence interactive entertainment like never before. The company
provides a platform for interactive stories and partners with media
companies, independent creators and top brands to create deeply
engaging experiences for audiences. Stories are distributed through
eko.com, affiliate partners, and social networks; available on
desktop, mobile, and connected devices. The company has over 15
patents for its technology, including its proprietary player and
authoring tools. eko Studio, the company's suite of authoring
tools, is also offered for free to a community of creators who
craft their own interactive experiences using eko's platform.
Press Contact:DiGennaro CommunicationsEmail:
alyssa.kehoe@digennaro-usa.com
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