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Whether it’s over serious topics like the presidential election or the more lighthearted gif vs. jif debate, Americans are a polarized people. In its first major campaign since the early 2000s, Bagel Bites sticks to the playful end of the spectrum.
- The omnichannel campaign from creative agency Johannes Leonardo has cartoon animals answer “controversial” questions, such as “what’s better, a unicorn or a pony?”
- The thesis? We can all agree that pizza on a bagel rocks.
Chatter chasing
The Kraft Heinz campaign was inspired by its December 2019 study of how online conversations drive “cultural chatter.” The study analyzed what drove engagement on YouTube and Reddit threads.
The brand created a campaign that mimicked those conversations, likely with the aim of reaching Gen Z.
Why now? Those December 2019 findings have never been more timely, as online conversations have assumed a new importance in the coronavirus era.