It’s probably fair to say that after 11 months quarantined together, there are likely many couples feeling some strain on their relationships. Never fear, Kraft Heinz is here to help with two separate Valentine’s Day campaigns.
As part of the launch of its new Philadelphia Cheesecake Crumble single-portion dessert, the brand is offering to pay for some “lucky” couples’ counseling. The idea comes as research reveals one-third of couples are considering therapy as a result of the pandemic (and that more than half of couples admit having argued over sharing the last bite of dessert).
“There is a lot of data out right now about how couples are actually struggling to communicate and cope with each other during the pandemic, and we’re providing one small way to help,” said Nicole Kulwicki, general manager of desserts at the Kraft Heinz Company. “After the year that we’ve all had with everyone stuck at home, couples have had to share a lot more than they used to. And with that kind of closeness, it’s easy for little things like the last bite to become big arguments.”
Consumers can apply for the therapy voucher (and get a free sample) at the product’s dedicated website. The brand is promoting the new product and counseling opportunity through a short film featuring Ashley Ianconetti and Jared Haibon of “The Bachelor.” In the video, which will run on the brand’s social media channels, the couple fights over the last bite of cheesecake as a therapist attempts to help them work through their sharing issues. (Not that she is of much help, as Haibon shamelessly helps himself to the last taste.)
“Ashley and Jared’s relationship began very publicly, and they have always been open about any issues they’ve had,” Kulwicki said. “We wanted to feature a real-life couple who would put their own spin on the last-bite dilemma versus scripted actors.”
Not to be outdone, the company’s Kraft Mayo brand has launched its own Valentine’s Day promotion seeking to help couples through another trial that the pandemic may have exacerbated. Specifically, the brand is introducing a limited-edition Kraft Mayo Divided Jar to address relationships in which there are both mayonnaise lovers and mayonnaise haters.
“Mayonnaise has been an extremely divisive topic on social media for quite some time,” said Danielle Coopersmith, brand manager of Kraft Mayo. “We’re happy to finally weigh in on the debate.”
The special Valentine’s Day-themed package features one jar filled with Kraft Mayo and another jar that is empty. “In our world, the second-best thing other than a jar full of Mayo is a jar full of air,” Coopersmith says of the packaging. “Condiments should never get in the way of a relationship, especially on Valentine’s Day.”
Like the Philadelphia promotion, the special Mayo packaging addresses the realities of couples being forced to spend more time together because of the pandemic (though she says the two similar promos are not part of a larger company-wide directive). “The pandemic has put couples in a pressure cooker on their relationships,” Coopersmith said. “Also, more couples will be spending Valentine’s Day at home together,” which creates more opportunities for the brands’ products to bring together.
