Heinz and Firework team on shoppable livestream Halloween event
Kraft Heinz, in partnership with Publicis and Evolve Media, has worked with shoppertainment specialist Firework to power a shoppable livestream event at its Halloween pop-up store in Santa Monica, CA, as part of a Tomato Blood Ketchup campaign.
The event allows for direct purchases and is carried on the Heinz Halloween website and simulcast on Facebook and YouTube.
“We are excited to bring the magic of Halloween to people through our first ever Heinz Halloween Store, but we don’t want to limit that experience to only those who can make it in person,” says Ashleigh Gibson, Brand Director, Heinz.
“By working with Firework, we’re able to connect with fans across the country who can not only watch the action unfold on the livestream, but also actively participate in the conversation and buy products without ever leaving the stream.”
“As one of the first major CPG brands in the US to sell directly to consumers through a large scale livestream event with Firework, Heinz is forging new authentic paths to direct engagement, particularly with younger families,” says Jeff Lucas, Firework Chief Revenue Officer.
“Livestream shopping, while already hugely popular in Asian markets, is only just beginning to take hold here in the United States.”
“As the third largest food and beverage company in North America, the Kraft Heinz company is clearly demonstrating that livestream engagement and e-commerce, both inside and outside the walled gardens of social media, is the way of the future.”
