Kraft Heinz brand Jet-Puffed knows that summer camping is more fun with marshmallows to roast, so the brand has created a number of activations celebrating the summer campout.
The brand has created a new glow-in-the-dark bag of marshmallows and a star gazing inspired out-of-home billboard calling on consumers to go camping and go “Smorgazing.”
“Earlier this summer, Jet-Puffed released new LTO glow in the dark package with the goal to break through during a very busy s’mores season,” said Samantha Mills, associate director of brand communications at Kraft Heinz. “Inspired by the experience of enjoying s’mores outside under the stars, the creative team in The Kitchen at Kraft Heinz identified a multitude of usage occasions tied to moments when people are already stargazing, and thus S’moregazing was born. The team created a new marshmallow constellation in the sky—The S’morion, developed an AR experience so consumers could locate it directly from the back of the package, launched a sweepstakes where winners could enjoy a glow-in-the-dark S’moregazing kit complete with a telescope, and identified moments of opportunity to enjoy astronomical events throughout the summer.”
The brand has registered an official JET-PUFFED constellation called S’morion with the Star Registry. Consumers can see the S’morion stars at night using a custom AR filter at smoregazing.com or via the QR code on the back of the new Camp S’mores packaging.
“Jet-Puffed is on a mission to puff up any moment for consumers,” explained Mills. “Providing a little extra joy to a campfire occasion with a glow-in-the-dark bag and star gazing experience is firmly within that camp.”
The brand is also calling on consumers to #GoSmoregazing and enter for a chance to win a free S’moregazing kit. To enter consumers must share photos of their “S’moregazing experience” along with the hashtag #GoSmoregazing #Sweepstakes on Instagram.
“We targeted families looking for things to do together outdoors this summer,” said Mills. “By leveraging targeted social media, clever OOH placements, and an engaging AR experience, we gave families more reasons to go outside and enjoy some s’mores together.”
The brand is working with influencers to spread the word about the new packaging and share #smoregazing hashtag. “We are also alerting consumers to S’moregazing occasions on our Instagram channel in advance of big astronomical events, like recent meteor shower and supermoon,” said Mills. “There are lots of ways for families to partake in S’moregazing this summer.”
