- Kraft Heinz is teaming up with Live Nation on a multi-year partnership that brings Kraft Heinz’s brands to 80 Live Nation venues in the US.
- Kraft Heinz will be the Official Condiment and Official Mac & Cheese of select venues.
- The partnership will kick off at Lollapalooza from July 31 to August 3 with an activation from HEINZ as the presenting sponsor of “Chow Town.”
Live Nation has been expanding its partnerships with CPG brands as a way to bring fans familiar branded products in their venues, including a recent partnership with cold brew coffee JOLENE. The partnerships allow CPGs to grow their awareness and to be present in positive cultural moments like concerts. “Kraft Heinz is betting big on its Away From Home business as a critical growth pillar,” said Melanie Hellenga, CMO of Away From Home, North America at Kraft Heinz.
“As part of our company strategy, we’re looking to connect with consumers anywhere they’re eating outside of the kitchen, from music festivals to concerts, and more. This also includes entering fast-growing, higher-margin channels such as hospitality and travel,” she continued. “Through the partnership, we aim to reach the millions of fans who are experiencing unforgettable, meaningful moments at Live Nation’s venues – also helping us connect with younger audiences.”
“When fans come to a show, they’re looking for the full experience, and food is a big part of that,” explained Russell Wallach, global president, media & sponsorship, Live Nation. “This partnership brings Kraft Heinz into 80 of our U.S. venues, putting their brands in front of fans in the moments that matter most. Lollapalooza is an amazing kickoff, with more than 400,000 fans on site this weekend in Chicago, a city that has deep roots for the brand. We love working with partners who want to make the experience better for fans, and the Kraft Heinz team is all in.”
The Lollapalooza partnership allows the brand to get in front of these younger consumers. “Not only will we be able to connect with thousands of festival goers, but the festival also takes place in Chicago – a city that holds deep roots for Kraft Heinz and is home to our co-headquarters,” added Hellenga.
