Flex Kitchen

Carat UK

Client: Kraft Heinz

After observing more people turning to plant-based eating, we spotted an opportunity to elevate Heinz’s offering in this area, as we weren’t top of mind for plant-based meal solutions. After observing that ‘flexitarianism’ was growing in popularity we challenged ourselves to engage with this group to champion Heinz products but also address a key barrier to more people joining the movement, cost. Working with C4 we created Flex Kitchen, a social first content series fusing the humour and credibility of broadcast comedians with Heinz plant-based products who had to ‘flex’ their favourite dishes into plant-based friendly dishes for quirky surprise diner groups, all with the help of a sassy talking microwave called Flex, we launched via All4, promoted across TV, digital and social.