Kraft Heinz explores stunts like Stuffing Pants, Velveeta martini to revitalize brands

Pittsburgh-based Kraft Heinz may be best known for the iconic ketchup, but the food giant is hoping that a series of offbeat items and recipes can revive some of the company’s other well-known brands.

Stove Top, a Kraft Heinz Company brand, is bringing back its Stuffing Pants, a pair of extra stretchy, comfortable pants that are perfect for full bellies after the Thanksgiving feast.

“After listening to our fans and hearing the demand to bring comfort to the Thanksgiving dinner table, we are thrilled to bring back our Stuffing Pants this year with a new modern twist,” said Kraft Heinz associate marketing director Martina Davis in a statement.

The pants come with an extra-wide waistband and an extra-large cargo pocket “in case you can’t resist sneaking some stuffing for later,” and 360-degrees stuffin’-stretch technology, according to Kraft Heinz.

They come in Turkey, Chicken, Pork, Cornbread, Savory Herb and Traditional Sage themes.

The Stuffing Pants aren’t Kraft Heinz’s first foray into some offbeat marketing for some of its longtime brands. Over the past year, Kraft Heinz has also promoted a martini made with Velveeta cheese and a hot-dog flavored Oscar Meyer popsicle called a “cold dog.”

According to CNN Business, Kraft Real Mayo has partnered with Juicy Couture to create sweat suits that read “Smooth” on the rear.

Kraft Heinz CEO Miguel Patricio told CNN that six of the company’s campaigns this year have garnered over a billion earned impressions each through views on media coverage of the promotions, social media mentions, and even a presence on gaming platforms.

It is all part of a push from Kraft Heinz to embrace its processed-food brands, as it sees increased competition around some of its healthy food options.

After Kraft and Heinz merged in 2015, the company started seeing declining shareholder value and criticism that its brands were losing out to healthier food products. Since, Kraft Heinz has leaned into some of its processed food brands, and shares have rebounded in value from a low in 2017.

The company is also exploring strategies to make its processed food brands healthier, like Heinz’s No Sugar Added Ketchup and a reduced-sugar formula for Capri Sun.

“The best way to compete with store brands is having very strong brands,” Patricio told CNN. “They really play a role in the hearts of consumers. So we have more loyalty.”

Pittsburghers can still enjoy the Heinz brand during Pittsburgh Steelers games, even though Kraft Heinz chose not to renew its licensing agreement with the Steelers, leaving an opening for tech-finance company Acrisure to secure naming rights for the football stadium.

The stadium is now called Acrisure Stadium, but an agreement was reached to maintain the Heinz Red Zone for games, and one of the large Heinz Ketchup bottles is still on site for selfies.

Pittsburghers can still enjoy that iconic Heinz brand, even though the stadium is no longer called Heinz Field. And to really bring the Kraft Heinz energy to a game, wear some Stuffing Pants and enjoy a Velveeta martini while cheering on the Steelers.